About the role
<div class="content-intro"><p><strong>500M+ downloads. 80M+ monthly users. A decade of building – and we’re still accelerating.</strong></p> <p>Flo is the world’s #1 health &amp; 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.</p> <p>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.</p> <p><strong>The job</strong></p></div><p>We’re looking for a <strong>Video Producer</strong> to own and drive the creative strategy for Flo’s core user segments, starting with <strong>Perimenopause Mode</strong>. This role sits at the intersection of <strong>product, content, and growth</strong>, ensuring that everything we create is deeply relevant, personalised, and grounded in real user needs.</p> <p>You will translate user needs and product functionality into a <strong>cohesive content strategy</strong>, and lead the end-to-end production of engaging, high-quality video and motion content that enhances the user experience and drives engagement.</p> <h3><strong>What you will do</strong></h3> <h4><strong>1. Own creative strategy for a user segment</strong></h4> <ul> <li>Develop and evolve the <strong>creative vision and content strategy</strong> for Perimenopause Mode</li> <li>Translate <strong>user needs, behaviours, and emotional drivers</strong> into content directions</li> <li>Ensure content supports key product goals: <strong>clarity, validation, and action</strong></li> </ul> <h4><strong>2. Turn product experience into content</strong></h4> <ul> <li>Analyse existing product features (e.g., scores, tracking, insights) and identify <strong>content opportunities</strong></li> <li>Collaborate with Product Managers to embed <strong>data, insights, and functionality</strong> into content</li> </ul> <h4><strong>3. Lead content ideation and production</strong></h4> <ul> <li>Partner with content creators to:</li> <ul> <li>Develop <strong>creative briefs</strong></li> <li>Write or co-create <strong>scripts for video and motion content</strong></li> </ul> <li>Own the <strong>end-to-end production process</strong> (internal and external teams)</li>