Marketing Analytics Manager in London

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. 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.

As the Marketing Analytics Manager at Flo, you'll be the strategic analytics partner to our marketing leadership, helping drive growth and optimise our ~$100 million annual marketing investment. You'll lead a team of marketing analysts, working directly with marketing executives to set goals, measure what's working, and build the measurement frameworks we need to grow sustainably.

This is a high-visibility role. Marketing leadership, and at times senior company leadership, will rely on your team's analysis to make significant spend and strategy decisions. You'll need to be comfortable owning your analytical positions in those conversations and communicating them with clarity and conviction.

Your Experience

• Must have:
• 7+ years in marketing analytics or similar quantitative roles, with growing responsibility
• Real expertise in marketing measurement: MMM, attribution, incrementality testing, cohort analysis
• Strong stats and causal inference background. You've actually applied this stuff to marketing decisions, not just studied it
• You've worked with marketing leadership before and influenced how they allocate budgets — we're talking millions here. You're comfortable being the analytical voice in senior conversations and holding your ground when challenged
• Experience managing analytical teams in fast-growing companies
• Strong SQL and Python skills, comfortable with tools like Tableau or Looker
• You can explain complex analysis to non-technical people and get buy-in from executives
• Mobile app marketing experience (iOS/Android acquisition, ASO, mobile attribution) is important. We're a mobile-first company
• Bonus: subscription business experience, health tech or consumer app background, experience dealing with iOS 14.5+ and privacy challenges

What you'll be doing

• Strategic Initiatives & Marketing Measurement
• Build and improve our marketing measurement capabilities: incrementality testing, Marketing Mix Modelling (MMM), geo-holdout experiments, and synthetic control methods for channels where traditional A/B testing doesn't work
• Work with marketing executives to set the analytics roadmap. Identify where our measurement is lacking and prioritise what to build next
• Push us forward on harder problems like delayed effect modelling for viral/influencer content, brand lift measurement, and understanding how channels work together
• Analyse creative and channel performance to identify what's driving results and where the biggest opportunities for improvement are

• Marketing Goal Setting & Partnership
• Be the analytical thought partner to marketing leadership — UA, paid social, brand, and social growth — helping translate business objectives into measurable goals (we use OKRs)
• Build dashboards that show how we're tracking against goals in real-time, with the ability to diagnose what's going wrong when we're off track
• Lead strategic discussions with marketing on opportunities, competitive threats, and where to focus next

• Team Management
• Hire, develop, and manage a team of 6-8 marketing analysts and analytics engineers
• Work with external partners (MMM consultants, attribution platforms) to make sure we're getting value while building our own internal capabilities
• Create a team culture that values rigorous analysis but also moves fast and focuses on business impact

• Operational Management
• Own analytics for all marketing activities from planning through analysis and optimisation
• Improve how marketing and analytics work together: better experiment design, clearer measurement requests, faster insights, fewer ad-hocs
• Dive deep into critical questions when needed (why did performance drop, should we test this new channel, what's our competition doing)

• Cross-Functional Work
• Align with Finance on how we think about ROI, budget planning, and revenue attribution
• Partner with Product Analytics to understand the full user journey from first touch to long-term retention
• Work with Data Platform to make sure our marketing data infrastructure can handle what we need and scales as we grow
• Work with Product and Engineering to help identify where acquisition experiences and product changes are having the impact they should, and where the biggest opportunities lie

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.