Social Lead

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 results-driven, creative, and systems-oriented Social Lead to redefine how Flo shows up across social platforms. This isn’t a “post-and-pray” social role — it’s a leadership position for someone who understands that organic reach and performance impact go hand in hand.

You’ll report directly to the Head of Brand and lead Flo’s multi-platform presence across TikTok, Instagram, YouTube, and emerging channels — ensuring that every piece of content builds cultural relevance, drives measurable outcomes, and reflects Flo’s mission in women’s health.

The right person will have agency or cross-disciplinary creative experience, know how to build scalable content systems, and be fluent in using AI tools to accelerate production. You’ll be both strategic and hands-on — shaping the roadmap, managing contributors, and ensuring Flo’s voice leads the conversation on women’s health globally.

Role Responsibilities

• Own and evolve Flo’s global social strategy with clear performance, engagement, and growth metrics tied to business outcomes.
• Build scalable systems — content workflows, briefs, asset libraries, and AI-supported processes that allow consistent, high-volume creative delivery without sacrificing quality.
• Lead and mentor a growing social team (managers, freelancers, agencies) to execute platform-specific strategies with creative precision and measurable impact.
• Bridge brand and performance: ensure organic social feeds the full funnel — from awareness to consideration and install intent.
• Experiment boldly — test new formats, storytelling angles, and technologies to push the boundaries of what women’s health communication can look like.
• Collaborate cross-functionally with Growth, UA, Medical, and Product teams to ensure social plays an active role in acquisition, education, and community building.
• Analyze and optimize — transform insights into clear learnings, scale what performs, and retire what doesn’t.
• Champion creators and partnerships — work with agencies, influencers, and partners who align with Flo’s tone, values, and measurable goals.

Role Profile 

Professional Knowledge & Experience

• Proven experience managing large-scale, multi-platform social ecosystems with both creative and performance goals.
• Background in creative or content agency environments preferred — comfortable working with briefs, client expectations, and data.
• Strong understanding of content scalability — from UGC systems to AI-enabled workflows.
• Analytical mindset with experience connecting organic metrics (engagement, reach, watch-throughs) to business KPIs (installs, retention, revenue).
• Deep curiosity and passion for women’s health, empowerment, and education.
• Hands-on knowledge of AI and automation tools that improve creative and operational efficiency.
• Leadership style that combines creativity, structure, and empathy — able to motivate diverse contributors toward shared goals.

Business Impact

• Drives measurable results through organic content - contributing to user acquisition, engagement, and long-term brand equity.
• Plays a key role in major marketing initiatives and launches, ensuring social is baked into campaign planning from the start.
• Brings the voice of the community into strategic discussions - translating cultural signals into actionable content direction.
• Connects team performance with wider business goals, continuously optimizing for both creative resonance and business impact.

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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 .