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.
- 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.
- 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 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.
Skills Required
- Proven experience in B2C product management, ideally in a high-growth consumer subscription, e-commerce, or digital product business.
- Hands-on experience building and optimizing web acquisition or onboarding funnels with measurable conversion improvements.
- Strong understanding of product growth and monetization, including conversion optimization, pricing, paywalls, subscriptions, and customer lifetime value.
- Experience developing new funnel experiences from opportunity identification and hypothesis definition through launch, measurement, and iteration.
- Strong understanding of paid user acquisition across Meta, Google, TikTok, and similar channels.
- Hands-on experience with A/B testing, funnel analytics, experimentation, and performance metrics.
- Strong commercial acumen, including acquisition economics, revenue optimization, customer acquisition costs, and lifetime value.
- Excellent prioritization and problem-solving skills, including decision-making under uncertainty.
- Strong cross-functional collaboration experience with Engineering, Design, Analytics, and Marketing.
- Proactive, entrepreneurial mindset with ownership, curiosity, and willingness to move quickly.
Flo Health Inc. Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Flo Health Inc. and has not been reviewed or approved by Flo Health Inc..
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Parental & Family Support — Offerings include fully paid parental leave with additional support such as a return‑to‑work bonus and a dedicated policy for pregnancy loss. Coverage explicitly extends to adoptive and same‑sex parents, signaling inclusive family support.
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Leave & Time Off Breadth — Paid holiday and fully paid sick leave allocations are presented as substantial on top of local public holidays. This breadth indicates strong time‑off support relative to common market practices.
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Equity Value & Accessibility — Company‑wide eligibility for an employee share plan is highlighted as part of total rewards. Accessible equity participation can meaningfully augment overall compensation value.
Flo Health Inc. Insights
What We Do
Flo is the essential female health partner. We are building a better future for female health by helping women harness the power of their body signals. --------------- Flo in numbers: --------------- #1 period tracker in the USA by active audience #1 most downloaded female health app worldwide 47 million monthly active users 240 million installs 28M women got pregnant while using Flo (the number indicates users who logged pregnancy in app during 2015-2022) Flo prioritizes safety and keeps a sharp focus on being the most trusted digital source for women's health information. Flo intensively uses Data Science and AI to deliver the most personalized content and services available. Flo is currently available in 22 languages on iOS and Android. 55% of users are located in the US and Europe. We are committed to putting privacy of our users first. Our users trust our technology to keep their sensitive information private and we are responsible for providing a safe and secure platform for them to use. We regularly carry out privacy assessments to monitor risks including data protection impact assessments and third-party risk assessments. In March 2022 Flo completed an external, independent privacy audit which confirmed there are no gaps or weaknesses in our privacy practices.
