Product manager for web onboarding

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.

• Own the product roadmap for Flo's web onboarding funnels, driving improvements in conversion, revenue and customer lifetime value.
• Develop and launch new web funnel experiences from scratch, identifying opportunities to engage new audiences, communicate Flo's value proposition and convert visitors into paying subscribers.
• Continuously optimise existing funnels through experimentation, improving every step of the user journey, from landing pages and onboarding questions to paywalls and checkout.
• Explore new approaches to funnel design, personalisation and user segmentation to create compelling experiences tailored to different audiences and acquisition channels.
• Own the monetisation strategy for your funnels, including pricing, subscription plans, paywall experiences, promotional offers and other conversion levers.
• Identify and prioritise opportunities to maximise revenue, revenue per visitor and customer lifetime value while maintaining a strong customer experience.
• Develop and execute a high-velocity experimentation roadmap, using A/B testing, customer insights and performance data to deliver measurable growth.
• Take accountability for funnel performance, continuously monitoring key metrics and translating insights into clear product priorities.
• Work closely with User Acquisition and Growth Marketing teams to develop funnel experiences that maximise the performance and scalability of paid acquisition campaigns across Meta, Google, TikTok and other channels.
• Collaborate on new audience segments, messaging, value propositions and acquisition strategies, ensuring alignment between advertising campaigns and the user experience.
• Identify opportunities to improve acquisition economics through higher conversion rates, stronger monetisation and better customer lifetime value.
• Partner with Marketing to test new growth hypotheses and unlock additional opportunities for profitable customer acquisition.
• Lead a cross-functional product squad, working closely with Design, Engineering and Analytics to turn growth opportunities into high-quality product experiences.
• Use quantitative and qualitative insights to understand user behaviour, identify friction points and develop effective solutions.
• Balance rapid experimentation with strategic thinking, ensuring short-term optimisation efforts contribute to long-term sustainable growth.
• Collaborate with other Product, Payments, Marketing and Legal teams to ensure seamless customer journeys and commercially effective, compliant experiences.

• Proven experience in B2C product management, ideally within a high-growth consumer subscription, e-commerce or digital product business.
• Hands-on experience building and optimising web acquisition or onboarding funnels, with a track record of improving conversion rates and delivering measurable business impact.
• Strong understanding of product growth and monetisation, including conversion optimisation, pricing, paywalls, subscriptions and customer lifetime value.
• Experience developing new funnel experiences from scratch, from identifying opportunities and defining hypotheses to launching, measuring and iterating on new products.
• Strong understanding of paid user acquisition, including how channels such as Meta, Google and TikTok interact with landing pages, onboarding experiences and conversion performance.
• Highly analytical and data-driven mindset, with hands-on experience in A/B testing, funnel analytics, experimentation and interpreting performance metrics to make product decisions.
• Strong commercial acumen, with an understanding of acquisition economics, revenue optimisation, customer acquisition costs and lifetime value.
• Excellent prioritisation and problem-solving skills, with the ability to identify high-impact opportunities, make decisions under uncertainty and balance multiple competing initiatives.
• Strong cross-functional collaboration skills, with experience working closely with Engineering, Design, Analytics and Marketing to deliver impactful product improvements.
• A proactive, entrepreneurial mindset, with a strong sense of ownership, curiosity and a willingness to challenge assumptions and move quickly.

• Annual Salary Range (ranges may vary based on skills and experience): £78,000 GBP - £90,000 GBP
• 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