Senior Marketing Copywriter

We’re looking for an experienced, creative copywriter who’ll be responsible for Flo’s voice across our marketing channels — with a particular focus on push notifications, in-app campaigns, and PR communications (think thumb-stopping LinkedIn posts and crisis comms, not press releases).

You’ll be a skilled all-rounder with experience across a wide variety of channels, joining a small but mighty team of marketing copywriters at Flo.

We need someone who is as creative as they are performance-oriented — someone who is ready to test, iterate, and test again. You’ll see the product through the user's eyes and can bring clarity to every touchpoint, interpreting complex concepts in an understandable, human way.

Your Experience

Must have:

• Previously worked for an app or in tech, as well as a startup or scale-up.
• Your portfolio speaks for itself — you've got 5+ years of experience in marketing and performance copywriting and have the projects to prove it.
• You’re experienced in performance marketing campaign creation — you’ve worked on a wide range of successful campaigns and know how to flex your ideas and storytelling depending on your KPIs.
• You have proven experience writing push notifications and push campaigns — and you’re full of ideas for what Flo should test next and why.
• You’re highly collaborative — you have the ability to communicate your ideas clearly to others, backed up with rationale.
• You’re always empathetic to the user first – you can adapt your tone/writing style to suit every age and stage of the user journey.
• You find it easy to make copy clear and friendly — you enjoy simplifying complex language into something everyone can understand.
• You’re used to receiving feedback from various stakeholders — and you’ll happily work closely with medical and legal reps to adapt your work where needed.
• You’re data-driven and curious — you make evidence-based decisions and improvements, and you value the importance of user research.
• You’re passionate about female health — you want to make a difference by educating millions of Flo users about the power of their bodies.
• You understand the nuances of writing PR comms — you have experience creating thoughtful, on-brand responses in a crisis, as well as succinct social media posts on complex subjects.

Nice to have:

• You’ve created from scratch or contributed to Tone of Voice guidelines;
• You’re comfortable working closely with senior stakeholders;
• You like to work in tandem with designers and have examples to prove it;
• You’ve supported product marketing with product positioning.

What you'll be doing

You'll be responsible for:

• Writing copy for our push campaign tests as we optimize our full suite of pushes and add new ones.
• Writing copy for performance marketing assets (emails, splash screens, in-app banners, in-app pop-ups, paid social, App Store Optimization) that get results. 
• Working (alongside the rest of the copy team) on storytelling for in-app campaigns that drive user engagement and action.
• Writing creative lines of copy that excite and inspire designers to push their responses to the brief.
• Upholding and championing Flo’s tone of voice across marketing. You’ll know how to flex our tone depending on the channel and user segment, always championing clarity and consistency across channels.
• Working with product and brand marketing to develop new value propositions, product positioning and messaging documentation for new and existing features.
• Building and maintaining effective working relationships and processes across marketing and the wider business to improve the copy team’s efficiency and output.
• Contributing to our copy strategy and learnings documentation and proposing new ways to improve copy performance.
• Strong performance of paid creatives across channels (CTR, CVR, CPA, ROAS, LTV).
• Consistent voice, message clarity, and emotional resonance across all paid media assets.
• Growth in creative efficiency (learning velocity, iteration speed, and cost-per-acquisition improvements).
• Tangible contribution to scaling paid UA operations and creative strategy maturity.

You'll be targeted on

• Enhancing push performance (working to CTR and daily usage targets) and contributing to new tests;
• Contributing to our copy strategy and learnings documentation and proposing new ways to improve copy performance;
• Delivering high-engagement LinkedIn posts for Flo’s account, achieving at least a 10% increase in average engagement rate (likes, comments, shares) over six months.

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