Senior Performance Marketing Copywriter

500M+ downloads. 77M+ 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 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 unicorn: an experienced copywriter who thinks like a creative strategist. This isn't just about writing scroll-stopping headlines (though you'll do plenty of that). This role is about understanding what makes women - at every life stage - stop, click, and convert, and turning those insights into creative concepts that perform while staying true to Flo's voice.

You'll have the strategic thinking to shape campaigns and concepts from scratch and the performance chops to make every word count. If you can read a CTR spike and immediately know which creative hypothesis to test next; if you can walk into a room and sell an angle before the data backs it up; if you get excited about marrying audience psychology with direct-response fundamentals, we want to talk to you. You'll get to scale Flo's paid creative engine and shape the voice that reaches millions of women at critical moments in their lives.

Your Experience

Must have:

• Proven experience in a senior creative or copywriting role focused on performance marketing or paid social (ideally in a high-growth consumer app, healthtech, or wellness brand).
• Deep understanding of direct-response copywriting principles — from attention-grabbing hooks to conversion-driven CTAs.
• Track record of writing for video ads, social scripts, and landing pages that perform in a data-driven growth environment.
• Ability to balance creativity with experimentation — testing hypotheses, analyzing data, and iterating fast.
• Experience collaborating with content strategists, and designers in a rapid-test, high-volume environment.
• Analytical mindset — comfortable interpreting campaign metrics (CTR, CVR, CPA, LTV) to guide creative decisions.
• Exceptional written communication skills with sensitivity to tone and audience in women’s health topics.
• Familiarity with AI-assisted or generative tools for concepting and creative iteration.
• Understanding of creative frameworks for Meta/TikTok ads (e.g., hook-problem-solution, testimonial, UGC formats).
• Working knowledge of standard industry tooling: Figma, Jira, Looker etc.

Nice to have:

• Background in women’s health, femtech, or wellness-focused products.
• Experience scaling paid UA creative operations in a start-up or scale-up environment.

What you'll be doing

You'll be responsible for:

• Creating and optimizing ad copy for paid user acquisition campaigns across Meta, Google, and other performance channels — including short-form video scripts, static ad headlines, and motion copy.
• Developing creative concepts and angles rooted in audience psychology, cultural insights, and the unique emotional drivers of women’s health engagement.
• Transforming data into storytelling: interpreting creative test results, CTR/CVR/RoAS metrics, and audience learnings to continually refine messaging and positioning.
• Collaborating closely with content strategists, designers, and video editors to build high-impact ad creative that scale efficiently and stay on-brand.
• Maintaining a unified tone of voice that’s authentic, empathetic, and evidence-based across all paid assets, landing pages, and retargeting funnels.
• Contributing strategically to experimentation, bringing copy-led insights into channel strategy, targeting, and creative development.

You'll be targeted on:

• Strong performance of paid creatives across channels (CTR, CVR, CPA, ROAS, LTV).
• Consistent voice, message clarity, and emotional resonance across all paid media assets.
• Growth in creative efficiency (learning velocity, iteration speed, and cost-per-acquisition improvements).
• Tangible contribution to scaling paid UA operations and creative strategy maturity.

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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
• 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.