Content Design Lead

Flo Health Inc.; London; Hybrid; GBP 60,000 - 90,000; Full time

Job summary

Flo Health Inc. seeks a Content Design Lead to enhance user experiences in a leading health app. You'll direct a team to deliver intuitive, scalable designs, drive user engagement, and collaborate with cross-functional teams to meet ambitious business goals. Join us to make a difference in female health.

Benefits

Competitive salary and annual reviews

Paid holiday and sick leave

Flexible working hours

Paid sabbatical

Diversity and inclusion focus

Enhanced parental leave

Qualifications

• Previous leadership role in user-centric digital experiences.
• Proven ability to inspire and motivate teams under pressure.
• Strong portfolio demonstrating user needs and design quality.

Responsibilities

• Leading a team in creating engaging user experiences.
• Ensuring scalable design solutions for user base growth.
• Analyzing performance and suggesting improvements.

Skills

User-centric design

Team leadership

Stakeholder management

A/B testing

Data-driven design

Content strategy

Tools

Figma

Sketch

Job description

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 needs of the user is everything to us, and how those needs are served falls under our Product teams.

They’re fact-finders.

They’re builders.

They’re ideators of easy to use, information rich resources across our whole platform who - along with Analytics teams - get to the ‘why’ in order to create unrivaled user experiences.

Flo is looking for a Content Design Lead for our User Centric product teams. If you live to solve problems and make a difference to people’s lives, as well as support others in doing the same, we’d love to hear from you.

You’ll be leading a talent-rich community of content designers who are all tasked with driving repeat, frequent engagement with our app. We need someone who can prioritise delivery while playing an active role in developing the content design community at Flo.

Our team thrives in a dynamic, fast-paced environment where shape-shifting adaptability, speed, and accuracy are at the core of everything we do. We make decisions with urgency while maintaining precision and delivering high-quality outcomes. Pressure isn’t a challenge - it’s an opportunity to excel.

Your Experience

Must have:

• At least one previous leadership role with a team creating and improving user-centric, data-driven digital experiences
• Know-how in inspiring and motivating a team to produce their best work, quickly, in an often high-pressured environment. The team you’ll be leading is a talent-rich, ambitious bunch so you’ll also need to know how to harness that ambition to meet business goals, and grow people into roles that will satisfy them and help us retain that talent
• A track record of building strong relationships with senior stakeholders - from product managers to researchers, analysts to engineers, legal to marketing - and of having exerted influence on those senior stakeholders in order to generate excellent user experiences
• A portfolio of best-in-show examples where you’ve taken data and research to identify user needs, then created journeys and content that delivered quality user experiences
• Hands-on experience with A/B testing, iterative design processes, and experimentation in optimising user journeys and conversion rates
• Experience in reviewing and improving content created by others - not just creating it
• Proficiency in industry-standard design tools (e.g., Figma, Sketch) and an understanding of design systems and workflows.
• Ability to present and articulate design decisions and insights clearly to stakeholders at all levels.
• Examples of having contributed to design standards, systems and processes
• A working knowledge of how content design sits in the context of a wider working business. You should be comfortable and competent at pitching ways that content design can be incorporated into ways of working and advocating for content design’s inclusion at every level
• A growth mindset. We need people willing to give and receive constructive feedback – and act on it. You should be open to spotting gaps in your knowledge and skills and be excited to close them, with support
• An ability to context switch. You should be able to balance strategies, objectives, and relationships across multiple teams. You also should be able to quickly swivel and adapt to changing priorities

Nice to have:

• Having worked with LLMs and with gen-AI tools
• Experience working in a consumer health app
• Having worked in a start-up environment.

What you'll be doing

You'll be responsible for:

• Leading a team of content designers in concepting, delivering and scaling engaging user experiences for our female health audience
• Ensuring you and your team create scalable design solutions that adapt to Flo’s growing user base and evolving product goals.
• Ensuring your team creates release-ready user experiences that pass our content, medical, and legal checks and deliver on our users’ needs
• Analysing the performance/business impact of your team’s work and suggesting and planning improvements - our business sets ambitious goals and your job is to ensure your team’s work helps deliver on them
• Presenting your work and learnings to the wider / other teams
• Running ideation sessions and workshops, where appropriate, to knowledge/skill share with other designers and content creators
• Developing a first-class culture of design excellence at Flo
• Ensuring key stakeholders are clear on Content Design’s role in a project and are excited about the impact of great Content Design
• Working closely with product managers, developers, researchers, and content teams, as well as stakeholders in medical, legal, and editorial.

You'll be targeted on:

• Hitting delivery goals and metrics targets with your team, such as increasing average revenue per user (ARPU) through optimised user experiences, improving conversion rates from free to premium as our users engage with our subscription model app, and boosting engagement with our app features and content.
• Demonstrating data-backed improvements in user experience and business outcomes through design contributions.
• Aligning effectively with cross-functional teams and stakeholders to ensure timely delivery of projects within agreed timelines
• Suggesting content design innovations that drive wider audience acquisition, deeper audience engagement and slicker processes for making that happen.
• Creating a positive, honest, curious and collaborative environment for your team.

#LI-CC1

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

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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