About the role
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
This is a 3-month, full-time freelance contract, fully remote within the UK.
You're a performance copywriter who writes fast and well on any platform. You'll own one of our established focus areas, such as Track & Symptoms, and be responsible for its copy and its day-to-day results. You'll work from Creative Strategy briefs and take the copy end to end, from concept through production, testing and iteration. You produce a high volume of different ideas, adapt each one to the platform and funnel, read your own results, and use AI to widen your exploration without lowering the bar.
What you'll do
- Own your TTC & Pregnancy copy across Meta, Google, Snapchat, TikTok, Pinterest, Moloco and ASO, working from Creative Strategy briefs and giving input on them
- Own the area's day-to-day results: watch what's losing spend in Looker and refresh it before it drops off
- Write new hooks, angles, scripts and variants every week; each one should test a different idea, not reword the last one
- Make sure each ad fits the funnel it sends people to, web or app, and carries through to onboarding
- Work closely with designers and motion designers so copy and visuals land as one idea
- Propose new tests with a simple hypothesis and the metric that should decide them
- Use Claude and ChatGPT for variation and summarising results, and Sensor Tower and HookRadar to find new angles; edit AI output critically
- Write launch and awareness copy for your area with Brand, and support social when needed
- Write compliant benefit messaging before legal and medical review, and give feedback to junior copywriters
What you'll bring
- About 2–4 years in performance or direct-response copywriting, in-house or at an agency
- A portfolio of live ads across several platforms, including a test where you can say what won and what you changed next
- An understanding of how copy and success metrics differ by platform, e.g. thumb-stop and CTR on TikTok vs. conversion on an App Store page
- Confident daily use of AI tools, with the judgment to know when output isn't good enough
- Judgment on health claims, and care when writing about personal health topics
- Native-level English, and the ability to explain why a line should work
Nice to have
- Experience at a health, wellness or subscription app
- ASO experience
- Additional languages
Please note: the benefits listed below are for permanent Flo employees and don’t apply to freelance contracts.
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.