CRM Lead

Posted 5.9.24
London, UK

We’re quite proud of our achievements…

350M+ downloads, 65M monthly users, #1 by installs in the iOS Health category, 4.9 stars on the App Store (3M+ reviews), backed by 7 VCs, annual revenue at 9 figures, and a valuation close to $1B.

We’re a growing, Series B funded HealthTech building the essential digital health partner of tomorrow to empower women, girls, and people who menstruate with the knowledge and support they need to stay well and live better.

Our cycle, ovulation and pregnancy tracking, educational content and anonymised community platform have been trusted for years by millions to help them feel more in control of their health every day.

We’re harnessing the power of data analytics and AI to build a smarter future, one where we all know our bodies better, with an aim to become the essential health partner to women worldwide. 


The Job

As the CRM / Growth Marketing Lead at Flo, you’ll guide our subscription growth initiatives by overseeing a dedicated team of two experienced growth managers. Your strategic approach will help refine Flo’s activation, retention, and winback strategies to ensure a consistent and rewarding experience for our subscribers.

Working closely with analysts, designers, researchers, and engineers, you’ll identify opportunities to enhance our CRM and personalisation tools, improving customer engagement and long-term value. This role plays a key part in supporting Flo’s growth and reinforcing its position as a leading health and fitness app.

Your Experience

Must have:

  • Experience managing a team of Growth Marketing Managers executing lifecycle monetisation projects;
  • Experience working in a B2C environment; 
  • Proven experience developing and implementing comprehensive lifecycle monetisation programmes, encompassing subscription activation, winback, and retention as well as seasonal sales strategies;
  • Expertise with price /discounts optimisation;
  • Proven experience in the subscription-based business model with a result-oriented mindset;
  • Expert with in-app, mobile and email channels;
  • Strong expertise in conducting A/B testing and validating assumptions to optimise marketing strategies;
  • Experience working cross-functionally;
  • Strong analytical and problem-solving skills, with the ability to gather and interpret data, generate insights, and make data-driven decisions;
  • Comfortable working in a fast-paced, dynamic environment with evolving priorities and competing demands.

Nice to have:

  • Experience with user scoring and conversion and retention propensity models;
  • Experience with developing internal CRM and personalisation tools and automation

What you’ll be doing

You’ll be responsible for:

  • Developing and implementing data-driven marketing strategies to drive revenue growth for our subscription-based products/services across in-app, mobile, and email channels;
  • Leading and managing a team of 2-3 growth marketers, overseeing both automated and on-off marketing initiatives;
  • Identifying audience segments based on demographics, behaviour, and preferences to target with personalised communications;
  • Continuously analysing and optimising the customer journey, focusing on improving conversion rates at each funnel stage; 
  • Employing A/B testing and other conversion rate optimisation techniques to drive incremental improvements.
  • Utilising analytics tools and platforms to monitor, measure, and report on KPIs related to customer acquisition, conversion, retention, and revenue;
  • Delivering actionable insights and recommendations derived from data analysis;
  • Collaborating in developing requirements to enhance the capabilities of Flo’s CRM and personalisation engine, supporting the team’s marketing initiatives.

#LI-JC1 #LI-Hybrid

Ranges may vary depending on your skills, competencies and experience.


People perform better when they’re happy, paid well, looked after and supported. 

On top of competitive salaries, Flo’s employees have access to:

  • A flexible working environment with the opportunity to come into the office and work from home
  • Company equity grants through Flo’s Employee Share Option Plan (ESOP)
  • Paid holiday and sick leave 
  • Fully paid female health and sick leave, in addition to holiday and regular sick leave
  • Workations – an opportunity to work abroad for two months a year
  • Six months paid maternity leave, and one months paid paternity leave (subject to qualifying conditions) inclusive of same-sex and adoptive parents
  • Career growth, progression, and learning development resources
  • Annual salary reviews
  • Unlimited free premium Flo subscriptions
  • A whole host of other benefits (health/pension/social schemes)


Our Culture

We’re problem solvers, we’re adaptable, we’re empathy driven and results led. 

People here like working in a fast-paced, multi-national, multi-cultural and ever changing environment. Everyone has an impact on a powerful mission, and is happy to roll their sleeves up to ideate solutions and put them in place. Being part of a  growing business means that sometimes it’s not easy and we work hard, but our mission is always at the forefront of what we do. 

Diversity, Equity and Inclusion

The strength of our workforce is in the diverse backgrounds of our employees, and Flo is committed to applying its equal opportunities policy at all stages of recruitment and selection. This means recruitment and selection of talent into Flo Health companies is only based on individual merit and qualifications directly related to professional competence. Shortlisting, interviewing, and selection will always be carried out without regard to gender identity or expression, sexual orientation, marital or civil partnership status, color, race, nationality, ethnic or national origins, religion or beliefs, ancestry, age, veteran status, mental or physical disability, medical condition, pregnancy or maternity status, trade union membership, or any other protected characteristics.

By applying for the above role, you confirm that you have reviewed our privacy notice for job applicants: 

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