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

1. 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

2. 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

3. 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

4. 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

5. 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

What we’re looking for

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

#LI-Remote

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

We support impact with meaningful reward. Here’s what that looks like:

• 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.