400M+ downloads. 75M+ monthly users. A decade of building – and we’re still accelerating.

Flo is the world’s #1 health app 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 6M 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

One of the key pillars to our growth is our Organic channel. ASO is instrumental in our future Organic Growth, and we want to continue to drive success in this area.

As the ASO Lead, you will be responsible for managing Flo’s strategy across the app stores & organic search globally. You will ensure we increase our visibility, maximize traffic opportunities & continually innovate across the marketing funnel. Candidates should have strong technical capabilities, be able to lead a high-performing team & drive cross-functional initiatives that support sustainable growth.
This is an opportunity to spearhead and drive meaningful change for the business. You’ll be a mentor and leader to an experienced team & reporting directly to the Director of User Acquisition.

What you'll be doing

You'll be responsible for:

• Developing and delivering a robust ASO strategy across key markets;
• Growing traffic and revenue contribution from organic channels, maximizing both short and long-term growth opportunities;
• Building, leading and growing a strong team of ASO experts;
• Lead and nurture relationships with other teams to enhance Flo’s store presence
• Stay up to date with the latest ASO and digital marketing trends and best practices;
• Own & develop the relationship between Flo, Apple & Google to strengthen our store presence;
• Developing and delivering a cross-functional Ratings strategy to ensure high star ratings across iOS and GP;
• Report performance to stakeholders on a regular basis.

Your Experience

Must have:

• 5+ years of ASO experience and 2+ years of managing an ASO team;
• Strong track record of growing organic traffic for a top-grossing app across multiple regions;
• Exceptional analytical skills and strategic thinking combined with a hands-on attitude;
• Strong understanding of app store algorithms on all relevant platforms, including but not limited to iOS and Android;
• Proficiency with ASO tools such as SplitMetrics, AppFollow, AppTweak, and Sensor Tower;
• Team management experience, driving high performance and team satisfaction;
• Experience collaborating with tech and creative teams, and providing guidance and thought leadership to steer the joint effort in delivering on strategy;
• Experience collaborating with paid marketing teams to improve conversion funnel;
• Experience working with Apple & Google to build strong relationships to boost featuring opportunities as well as to gain insider’s insights;
• Experience using AI tools (e.g., ChatGPT, Midjourney, Google AI Studio) to enhance marketing workflows or ideation;
• Experience in Rating strategies across Apple & Google.

Nice to have:

• Experience in the Health & Fitness Category.
• Familiarity with developer consoles
• Product marketing, brand/PR, or SEO experience

#LI-DL1

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
• Flexible office + home working, up to 2 months a year working abroad
• 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 .

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