Content Strategist, Product

500M+ downloads. 80M+ monthly users. A decade of building – and we’re still accelerating.

Flo is the world’s #1 health & fitness app worldwide on a mission to build a better future for female health.

Backed by a $200M investment led by General Atlantic, we became the first product of our kind to reach a $1B valuation in 2024 – and we’re not slowing down.

With 7M paid subscribers and the highest-rated experience in the App Store’s health category, we’ve spent 10 years earning trust at scale.

Now, we’re building the next generation of digital health – AI-powered, privacy-first, clinically backed – to help our users know their body better.

• The job
• We’re looking for a

Video Producer to own and drive the creative strategy for Flo’s core user segments, starting with

Perimenopause Mode . This role sits at the intersection of product, content, and growth , ensuring that everything we create is deeply relevant, personalised, and grounded in real user needs.

You will translate user needs and product functionality into a cohesive content strategy , and lead the end-to-end production of engaging, high-quality video and motion content that enhances the user experience and drives engagement.

What You Will Do

• Own creative strategy for a user segment
• Develop and evolve the creative vision and content strategy for Perimenopause Mode
• Translate user needs, behaviours, and emotional drivers into content directions
• Ensure content supports key product goals: clarity, validation, and action
• Turn product experience into content
• Analyse existing product features (e. g., scores, tracking, insights) and identify content opportunities
• Collaborate with Product Managers to embed data, insights, and functionality into content
• Lead content ideation and production

• Partner with content creators to

• Develop creative briefs
• Write or co-create scripts for video and motion content
• Own the end-to-end production process (internal and external teams)
• Ensure high quality, consistency, and alignment with brand and product
• Build personalised content systems

• Work with engineers and product teams to

• Define content logic and relevance algorithms
• Structure content for personalisation at scale
• Plan and deliver content batches aligned with user segments, needs, and lifecycle moments
• Drive experimentation and optimisation
• Use performance data to refine creative strategy and content direction
• Continuously iterate based on user feedback and engagement signals
• Who You Will Work With
• Product Managers – align content with product logic and UX
• Content Creators & Designers – co-create and produce content
• Growth / UA teams – test and scale high-performing content
• Engineers – enable personalisation and content delivery systems
• Legal, Medical & Science teams – ensure accuracy and credibility

Experience

• 4+ years in creative production, content strategy, digital or social media
• Proven track record of producing video / motion / digital content at scale

Skills

• Strong creative thinking + storytelling (especially in engaging video formats)
• Ability to translate user insights into content strategy
• Experience writing briefs and scripts
• Understanding of content personalisation and user segmentation
• Comfortable working with data and performance metrics
• Mindset
• Deep empathy for users and the ability to think from their perspective
• Product mindset: sees content as part of the user experience, not just marketing
• Hands-on, proactive, and comfortable in a fast-moving environment
• Strong collaborator across product, tech, and creative teams
• Nice to have
• Experience in health, wellness, or femtech
• Experience with algorithm-driven or personalised content systems
• Familiarity with
• UA / performance creatives and testing frameworks
• What You'll Get
• Competitive salary and annual reviews
• Opportunity to participate in Flo’s performance incentive scheme
• Paid holiday, sick leave, and female health leave
• Enhanced parental leave and pay for maternity, paternity, same-sex and adoptive parents
• Accelerated professional growth through world-changing work and learning support
• In-person collaboration and work in a hybrid model, with 3 days per week spent in the office
• 5-week fully paid sabbatical at 5-year Floversary
• Flo Premium for friends & family, plus more health, pension and wellbeing perks
• Diversity, equity and inclusion

Our strength is in our differences.

At Flo, hiring is based on merit, skill and what you bring to the role – nothing else.

We’re proud to be an equal opportunity employer, and we welcome applicants from all backgrounds, communities and identities.

Read our privacy notice for job applicants.

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