Job Description

400M+ downloads. 75M+ monthly users. A decade of building - and we're still accelerating.
Flo is the world's #1 health app 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 6M 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 strategic, performance-driven Director of Social Growth to lead Flo's influencer, creator, and organic social media strategy. You'll own and scale a high-impact growth engine across influencer partnerships and social platforms, working at the intersection of community, brand, and revenue.
This is not a traditional comms or PR role. We're looking for someone who sees social as a performance lever - someone who is obsessed with installs, revenue, and ROAS, and knows how to build and lead teams that drive real business outcomes.
Your Experience
Must have:

• Proven track record in social media and influencer-led growth
• Experience driving lower-funnel metrics through social: installs, revenue, ROAS
• Strong user acquisition mindset
• Leadership experience managing cross-functional teams
• History of scaling social and creator programs with measurable results
• Deep understanding of the creator economy and emerging platforms (genAI)
• Deep knowledge of TikTok SEO and sustainable content-driven organic growth in TikTok
• Agile and experiment-first mindset

Nice to have:

• Public thought leadership (e.g. articles, podcasts, speaking engagements)
• Experience in health, wellness, or femtech verticals

What You'll Be Doing:
Influencer & Creator Strategy

• Owning Flo's influencer and brand partnership strategy end-to-end - from opportunity identification to measurement, aligned with installs, engagement, and revenue.
• Developing scalable programs with lifestyle creators that drive both brand affinity and direct response.
• Building and maintaining a pipeline of high-performing creators and advocates across key markets.
• Negotiating performance-aligned contracts with influencers, balancing Flo's brand and growth objectives.
• Leading ambassador programs and nurturing long-term relationships with top creators.

Social Media Leadership

• Managing and scaling Flo's organic social media presence across platforms like TikTok, Instagram, and YouTube.
• Leading the Social Media and Influencer teams, setting clear performance goals and mentoring team members.
• Developing content strategies that align with growth, engagement, and sentiment goals.
• Collaborating with Brand & Comms, Growth, and Content teams to ensure unified messaging across paid, earned, and owned channels.
• Providing the Growth team with high-performing UGC, testimonials, and social proof to feed into paid and lifecycle channels.

Your targets

• Achieve 100%+ ROAS on Spark Ads and other paid influencer formats

Maintain a blended CPI lower than $X in test markets * Source 20-30 top-performing influencer videos/month for reuse in UA campaigns

• Grow Flo's TikTok and YouTube share of voice for key search terms (e.g. Flo app)
• Drive 10-20% increase in organic installs from influencer and social sources in English-speaking markets
• Increase organic reach and engagement on core social channels
• Improve brand sentiment and user perception across social platforms
• Build a high-performing, data-literate social and creator team that's tightly aligned with business KPIs

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
• Flexible office + home working, up to 2 months a year working abroad
• 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 .