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Content Design Lead - Commercial

London

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

The Commercial Content Design team focuses on one (admittedly huge) thing, and they do it very well…

Making sure our users know the value of Flo Premium.

They are data informed researchers, innovators, content and design experts, casting a laser focussed eye over the execution and validation of our platform and its features. 

We’re building the foundations of a world-class function and anyone who joins will be building the future in the context of a hyper-growth start-up.

We are in need of a Content Design expert who leads the creation of human-centred experiences that deliver business results. This person will be hands-on with delivery as well as an advocate who loves helping teams improve their Content Design practice, developing them through direction, standards, and coaching. A stickler for detail and quality, who drives consistency across all areas of the product and service. 

About the Commercial CD team

Flo’s Commercial Content Design team is made up of talented and ambitious Content Designers who design UX content with a growth mindset. Their goal is to create great content that explains Flo’s Value to our users and convinces them to convert to Flo Premium

Our Commercial Content Designers made decisions based on business needs as well as user needs. They work in a partnership with Commercial Product Designers, UX Researchers, Analysts, Product Managers, Growth Marketing Managers, Product Marketing Managers, and more.

Your Experience

Must have:

  • Experience designing content that promotes growth at scale
  • Strong experience in people management (former experience managing teams of 3+ people preferred) as well as experience coaching junior to senior content designers
  • Strong experience creating and optimising content delivery processes 
  • Experience working in a commercial environment - one in which you influenced revenue and led a team to do the same 
  • Leadership and communication skills – with the ability to influence others and advocate for content design at all levels
  • Good product thinking and a human-centred design approach
  • A hands on approach with a delivery focus and the ability to create interactive prototypes, showing knowledge of composition, colour and interaction design principles
  • Competence in Figma and common design tools
  • Experience with mobile apps

What you'll be doing

You'll be responsible for:

  • Helping Content Designers design great UX Content that encourages a user to convert to Flo Premium by showing them the value of the product 
  • Identifying opportunities for Content Design to create new value for the business and garner resources to act
  • Helping Content Designers make design decisions based on business goals 
  • Guiding the team in effective wire-framing strategies and oversee prototyping workflows to ensure quality. You can be hands-on when/if required.
  • Strong storytelling with the ability to influence and persuade at any level cross-stream and at c-level
  • Helping product managers define their product vision, initiatives and roadmap
  • Co-designing with Product Designers, and directing other Content Designers to do the same
  • Defining and leading team initiatives, inspiring our Content Designers to do great work
  • Evolving concepts to the relevant level of fidelity, from prototypes to final mock-ups
  • Offering feedback and guidance on design work
  • Initiating the necessary team activities to develop future product visions including ideation
  • Engaging in research sessions and act on insights to further develop our products
  • Carrying out heuristic analysis and optimise current designs through hypothesis-based AB testing
  • Helping assess skills within the team and identify opportunities for capability building
  • Presenting work in design review sessions or demos to everyone from your team to C-Level
  • Advocating for quality and accessibility
  • Building and maintain cross-functional relationships and fostering collaboration and a collaborative design culture
  • Day to day management tasks for the team, such as performance reviews
  • Hiring and training a team of specialised, Commercially-driven Content Designers

#LI-CC1

Annual Salary Range (ranges may vary based on skills and experience)

£75,000 - £85,000 GBP

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 privacy notice for job applicants.

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