Product Manager - Onboarding

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

The Flo Onboarding team is looking for a data-driven and business-oriented Product Manager to contribute to the development of the Flo Onboarding and Activation experience. This is an exciting opportunity to work closely with the company leadership and develop, define and execute activation strategies for one of the top wellness and fitness apps globally.

Your Experience

Must have:

• 3 years proven experience in scaling B2C apps in the health & wellness, social, education or gaming sector.
• Demonstrated expertise in designing and developing app-onboarding user experiences.
• Demonstrated leadership in spearheading projects and effectively managing teams to achieve project goals.
• Proficient in A/B testing, user research, and utilising analytics data.
• Experience working closely with engineers, designers, researchers and QA.
• Excellent written and oral communication and interpersonal skills.
• Proficient in leveraging both quantitative and qualitative insights to drive data-driven product decisions and strategies.

Nice to have:

• Former experience in working with a Health Tech / Digital Health / Digital Wellness consumer product. 
• Former experience working with a scaling organization (Series A-B+ start-ups etc.).
• Experience in gamification mechanics (conversion-led).

What you'll be doing

You'll be responsible for:

• Design and implement tailored onboarding funnels, aligning the marketing positioning used across different user acquisition platforms(Google, Facebook, Snapchat, etc.).
• Employ a variety of growth hacking techniques to increase user acquisition and conversion rates. Experiment with and iterate on different onboarding tactics to identify the most effective approaches.
• Evaluate and propose effective activation/monetisation strategies for existing features (e.g., trackers, content, community, programmes - mostly during user onboarding and activation process) to drive accelerated growth.
• Innovate and experiment with growth design principles and strategies to optimise user acquisition, retention, and overall product growth.
• Lead the entire feature development lifecycle, starting from ideation, design, and development to analysis.
• Perform qualitative and quantitative research to explore and validate feature concepts.
• Work closely with Product Designers and Researchers to translate insights and ideas into an exceptional user experience.
• Collaborate closely with engineers to ensure the implementation of features that deliver the best possible user experience, incorporating usability and performance considerations.
• Define and monitor product success metrics.

#LI-AJ1 #LI-Hybrid

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.