About Flo 

Flo is the world’s leading female health and well-being platform, helping millions take control of their health through personalized, science-backed insights. We're on a mission to build a better future for female health - and social content is a key growth lever, helping us build awareness, connect with the community, and bring millions of new users into the Flo ecosystem. 

The Role 

We’re looking for a sharp, creative, and data-savvy Social Content Manager to lead organic content strategy and execution across our social platforms, predominantly TikTok.

Your role will focus on managing and strategising social-first content that ranks, reaches, and resonates, balancing trend-driven creative with high-performing evergreen formats. You’ll own our social content engine, mentor junior team members, and serve as a trendspotter and culture connector, ensuring Flo content doesn’t just follow trends but adds value and sparks conversation within Gen Z communities.

Role Responsibilities 

Lead Flo’s TikTok-first strategy by creating standout content that amplifies Flo as the go-to women’s health space, building community, driving app discovery, and sparking meaningful engagement that fuels organic growth.

Develop a search-optimised content approach across social (from captions and keywords to video structure) that helps Flo rank on FYPs and platform search. 

Track and analyse platform performance to learn what works, iterate quickly, and scale high-impact formats.

Coordinate cross-functional input (Brand, Product Marketing, Growth, Creative) into a streamlined social content calendar that reflects business priorities and audience interests. 

Manage content creators, creative teams, and contractors - guiding the full production process with clear creative direction while ensuring high-quality output, brand consistency, and on-time delivery.

Mentor junior team members, providing thoughtful feedback and helping them develop their creative and strategic skills. 

Actively monitor the competitive landscape, platform updates, and algorithm changes to evolve our strategy. 

Champion content innovation - from new formats to rapid testing - and bring learnings back to the wider team. 

Role Profile 

Professional Knowledge & Experience 

• Understanding the mechanics of how content performs across platforms, from creation to distribution, and can strategically apply this knowledge to build community, drive engagement and growth.
• Strong cultural fluency in US Gen Z internet culture, able to spot trends early, translate cultural moments into brand-relevant storytelling, and build authentic resonance with young audiences.
• Strong understanding of social analytics with the ability to translate data into actionable insights — applying a test-and-learn mindset to continuously optimize content and scale what works.
• Understanding of how content flows across touchpoints like search, FYP, and comments, and knows how to utilize each.

Business Impact 

• Understands how organic social content drives app discoverability, brand engagement, and user growth. 
• Leads content strategy within team discussions, making decisions that align with broader business and marketing goals. 
• Consistently delivers high-impact content that contributes to the success of multiple teams, not just their own stream.
• Ownership 
• Operates independently and takes full responsibility for content performance and improvements. 
• Offers clear, constructive feedback and proactively solves challenges without waiting for direction. 

Behaviour & Leadership 

• Builds strong relationships with teammates and collaborators across functions. 
• Actively shares learnings, seeks new opportunities to grow professionally, and contributes to a culture of experimentation and improvement. Actively seeks feedback and acts on it, also providing feedback for the peers to ensure their growth 
• Leads by example in creativity, curiosity, and delivering results. 

Requirements 

• Min. 3-5+ years of experience shaping organic social strategies and producing content with a portfolio that shows proven growth on TikTok and other short-form video platforms. 
• Expertise in creating content that performs in both algorithm-driven feeds (e.g. FYP) and platform search results. 
• Deep understanding of TikTok trends, cultural shifts, native storytelling, platform SEO, and community signals. 
• Ability to brief and manage content creators and contractors with a clear creative vision and outcome-focused mindset. 
• Strong skills in analysing content performance and iterating based on data and insights. 
• Excellent writing and creative direction skills, especially for short-form, social-native content.
• A proactive, independent problem-solver who thrives in a fast-paced, test-and-learn environment. 
• Passionate about women’s health and creating content that delivers meaningful impact at scale.