Product Manager - Web Onboarding

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

As Flo continues to scale globally, we're looking for an ambitious and commercially minded Product Manager – Web Onboarding to help accelerate our growth by building and optimising high-performing web acquisition funnels. This is an opportunity to work at the intersection of Product, Growth Marketing and Monetisation, shaping how millions of potential users discover Flo, understand its value and become paying subscribers.

You'll take ownership of developing new web onboarding experiences from the ground up, while continuously optimising existing funnels to maximise conversion, revenue and customer lifetime value. From user journeys and personalisation to pricing, paywalls and experimentation, you'll have the autonomy to identify growth opportunities and turn them into measurable business results. Working closely with User Acquisition, Design, Engineering and Analytics, you'll play a critical role in unlocking new opportunities to scale paid marketing channels, including Meta, Google and TikTok. This is a unique opportunity to combine the speed and experimentation culture of a high-growth business with the scale and impact of one of the world's most successful consumer health platforms.

Your Experience

Must have:

• Proven experience in B2C product management, ideally within a high-growth consumer subscription, e-commerce or digital product business.
• Hands-on experience building and optimising web acquisition or onboarding funnels, with a track record of improving conversion rates and delivering measurable business impact.
• Strong understanding of product growth and monetisation, including conversion optimisation, pricing, paywalls, subscriptions and customer lifetime value.
• Experience developing new funnel experiences from scratch, from identifying opportunities and defining hypotheses to launching, measuring and iterating on new products.
• Strong understanding of paid user acquisition, including how channels such as Meta, Google and TikTok interact with landing pages, onboarding experiences and conversion performance.
• Highly analytical and data-driven mindset, with hands-on experience in A/B testing, funnel analytics, experimentation and interpreting performance metrics to make product decisions.
• Strong commercial acumen, with an understanding of acquisition economics, revenue optimisation, customer acquisition costs and lifetime value.
• Excellent prioritisation and problem-solving skills, with the ability to identify high-impact opportunities, make decisions under uncertainty and balance multiple competing initiatives.
• Strong cross-functional collaboration skills, with experience working closely with Engineering, Design, Analytics and Marketing to deliver impactful product improvements.
• A proactive, entrepreneurial mindset, with a strong sense of ownership, curiosity and a willingness to challenge assumptions and move quickly.

What you'll be doing

You'll be responsible for:

Build and scale high-performing web funnels

• Own the product roadmap for Flo's web onboarding funnels, driving improvements in conversion, revenue and customer lifetime value.
• Develop and launch new web funnel experiences from scratch, identifying opportunities to engage new audiences, communicate Flo's value proposition and convert visitors into paying subscribers.
• Continuously optimise existing funnels through experimentation, improving every step of the user journey, from landing pages and onboarding questions to paywalls and checkout.
• Explore new approaches to funnel design, personalisation and user segmentation to create compelling experiences tailored to different audiences and acquisition channels.

Drive monetisation and commercial performance

• Own the monetisation strategy for your funnels, including pricing, subscription plans, paywall experiences, promotional offers and other conversion levers.
• Identify and prioritise opportunities to maximise revenue, revenue per visitor and customer lifetime value while maintaining a strong customer experience.
• Develop and execute a high-velocity experimentation roadmap, using A/B testing, customer insights and performance data to deliver measurable growth.
• Take accountability for funnel performance, continuously monitoring key metrics and translating insights into clear product priorities.

Partner with User Acquisition to unlock scalable growth

• Work closely with User Acquisition and Growth Marketing teams to develop funnel experiences that maximise the performance and scalability of paid acquisition campaigns across Meta, Google, TikTok and other channels.
• Collaborate on new audience segments, messaging, value propositions and acquisition strategies, ensuring alignment between advertising campaigns and the user experience.
• Identify opportunities to improve acquisition economics through higher conversion rates, stronger monetisation and better customer lifetime value.
• Partner with Marketing to test new growth hypotheses and unlock additional opportunities for profitable customer acquisition.

Lead execution and drive business impact

• Lead a cross-functional product squad, working closely with Design, Engineering and Analytics to turn growth opportunities into high-quality product experiences.
• Use quantitative and qualitative insights to understand user behaviour, identify friction points and develop effective solutions.
• Balance rapid experimentation with strategic thinking, ensuring short-term optimisation efforts contribute to long-term sustainable growth.
• Collaborate with other Product, Payments, Marketing and Legal teams to ensure seamless customer journeys and commercially effective, compliant experiences.

#LI-Hybrid #LI-AJ1

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.