Growth Marketing Lead (Lifecycle) in London

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.

We’re looking for a Lead on Flo’s User Engagement team to drive how millions of users discover, adopt, and return to the right features and products for them. Sitting at the intersection of Product and Marketing, this role owns our strategy for guiding users along their journey through a mix of CRM channels (push notifications, email) and in-app placements. You’ll combine management, strategic thinking and hands‑on execution, managing 1-2 direct reports while also launching your own experiments.

This is a highly metrics-driven role. You'll create a metrics framework that clearly defines how we measure user engagement and retention, and ensure wider team adoption to evaluate successes — spanning subscription revenue, feature adoption, retention, and CRM performance — and use data to continuously refine how we engage our users.

Success in this role looks like:

• Campaigns and in-app placements that feel seamless, personalized, and impactful.
• Improved feature adoption rates, subscription revenue, and retention metrics.
• A clear and widely adopted metrics framework for user engagement across the team.
• A small but mighty team that delivers measurable results.

Your Experience

Must have:

• Proven experience leading user engagement, lifecycle, or CRM initiatives in a product-led organization.
• Management experience (1–2 direct reports minimum), with ability to scale a team over time.
• Strong hands‑on operator with a strategic mindset: you’re comfortable getting into the details of campaigns, analytics tools, and product flows and can connect them to the bigger picture.
• Excellent collaboration skills — you speak both Product and Marketing fluently.
• Highly data-driven and metrics-focused, with experience defining KPIs, building dashboards, and using product analytics to drive decisions.
• Expertise with CRM tools, push/email platforms and strategy, and A/B testing.

Nice to have:

• Familiarity with experimentation platforms and lifecycle automation systems.
• Background working in cross‑functional, globally distributed teams.

What you’ll be doing

You’ll be responsible for:

• Own engagement strategy: Design and execute strategies that guide users to discover and adopt the most valuable features and products.
• Blend CRM + Product levers: Optimize push notifications, email campaigns, and in‑app product placements to deliver seamless and personalized journeys.
• Lead a small team: Manage, coach, and grow 1–2 specialists (with potential for more), fostering both operational excellence and professional development.
• Partner across functions: Collaborate closely with Product Managers, Analysts, and Marketing teams to ensure engagement initiatives align with product strategy and brand voice.
• Be hands‑on: Operate directly in campaign tools, dashboards, and product analytics — you’re not just directing, but actively building and testing.
• Champion metrics: Develop and maintain a robust measurement framework that captures revenue impact, adoption, retention, and CRM effectiveness.
• Test and iterate: Run structured experiments (A/B and multivariate tests) to refine messaging, timing, and placement strategies.

How we work

We’re a mission‑led, product‑driven team. We move fast, stay focused and take ownership – from brief to build to impact. Debate is encouraged. Decisions are shared. We care about craft, ship with purpose, and always raise the bar. You’ll be working with people who take their work seriously, not themselves. It takes commitment, resilience, and the drive to keep going when things get tough. Because better health outcomes are worth it.

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.