Flo: Social Content Manager

About Flo

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 sharp, witty, and culturally fluent Social Content Manager to lead organic content strategy and execution across Flo’s perimenopause, trying-to-conceive (TTC) and pregnancy journeys. You'll work across our social platforms, with TikTok and Meta as your primary channels.

Your role is to make Flo the most trusted and relatable voice in the perimenopause, TTC and pregnancy space — blending education, empathy and cultural relevance into creative storytelling that genuinely resonates. You'll own the content engine, work with a network of contributors and creators, and lead on social search and discoverability — a critical and growing priority as more people turn to social media to find answers about their health. Building Flo's presence in that discovery layer, with the thought leadership and credibility to match, is at the heart of this role.

Key Responsibilities

• Build and execute Flo's organic social strategy across perimenopause, TTC and pregnancy — creating content that sparks recognition, builds trust and positions Flo as the go-to companion through these stages of a woman's health journey.
• Develop a search-optimised, evergreen-first approach to dominate perimenopause, TTC & pregnancy conversations on FYPs and platform search.
• Curate and commission diverse voices (journalists, experts, creators) to ensure authenticity, accuracy, and empathy.
• Shape conversations with thought leadership, turning cultural moments and medical insights into accessible, witty, and relatable storytelling.
• Handle sensitive subjects with care, including perimenopause symptoms, fertility struggles, pregnancy loss and pregnancy after loss. Work closely with Flo's medical and legal teams to keep every piece credible and compliant.
• Analyse performance and apply insights to scale sustainable formats beyond short-term trends.
• Guide contracted contributors with clear creative direction, ensuring high-quality and impactful output.
• Stay ahead of cultural and social conversations in women’s health, ensuring Flo leads with credibility.