Content Design Lead

The needs of the user is everything to us, and how those needs are served falls under our Product teams.

They’re fact-finders.

They’re builders.

They’re ideators of easy to use, information rich resources across our whole platform who - along with Analytics teams - get to the ‘why’ in order to create unrivaled user experiences.

Flo is looking for a Content Design Lead for our User Centric product teams. If you live to solve problems and make a difference to people’s lives, as well as support others in doing the same, we’d love to hear from you.

You’ll be leading a talent-rich community of content designers who are all tasked with driving repeat, frequent engagement with our app. We need someone who can prioritise delivery while playing an active role in developing the content design community at Flo.
Our team thrives in a dynamic, fast-paced environment where shape-shifting adaptability, speed, and accuracy are at the core of everything we do. We make decisions with urgency while maintaining precision and delivering high-quality outcomes. Pressure isn’t a challenge - it’s an opportunity to excel.

Your Experience

Must have:

• At least one previous leadership role with a team creating and improving user-centric, data-driven digital experiences
• Know-how in inspiring and motivating a team to produce their best work, quickly, in an often high-pressured environment. The team you’ll be leading is a talent-rich, ambitious bunch so you’ll also need to know how to harness that ambition to meet business goals, and grow people into roles that will satisfy them and help us retain that talent
• A track record of building strong relationships with senior stakeholders - from product managers to researchers, analysts to engineers, legal to marketing - and of having exerted influence on those senior stakeholders in order to generate excellent user experiences
• A portfolio of best-in-show examples where you’ve taken data and research to identify user needs, then created journeys and content that delivered quality user experiences
• Hands-on experience with A/B testing, iterative design processes, and experimentation in optimising user journeys and conversion rates
• Experience in reviewing and improving content created by others - not just creating it
• Proficiency in industry-standard design tools (e.g., Figma, Sketch) and an understanding of design systems and workflows.
• Ability to present and articulate design decisions and insights clearly to stakeholders at all levels.
• Examples of having contributed to design standards, systems and processes
• A working knowledge of how content design sits in the context of a wider working business. You should be comfortable and competent at pitching ways that content design can be incorporated into ways of working and advocating for content design’s inclusion at every level
• A growth mindset. We need people willing to give and receive constructive feedback – and act on it. You should be open to spotting gaps in your knowledge and skills and be excited to close them, with support
• An ability to context switch. You should be able to balance strategies, objectives, and relationships across multiple teams. You also should be able to quickly swivel and adapt to changing priorities

Nice to have:

• Having worked with LLMs and with gen-AI tools
• Experience working in a consumer health app
• Having worked in a start-up environment.

What you'll be doing

You'll be responsible for:

• Leading a team of content designers in concepting, delivering and scaling engaging user experiences for our female health audience
• Ensuring you and your team create scalable design solutions that adapt to Flo’s growing user base and evolving product goals.
• Ensuring your team creates release-ready user experiences that pass our content, medical, and legal checks and deliver on our users’ needs
• Analysing the performance/business impact of your team’s work and suggesting and planning improvements - our business sets ambitious goals and your job is to ensure your team’s work helps deliver on them
• Presenting your work and learnings to the wider / other teams
• Running ideation sessions and workshops, where appropriate, to knowledge/skill share with other designers and content creators
• Developing a first-class culture of design excellence at Flo
• Ensuring key stakeholders are clear on Content Design’s role in a project and are excited about the impact of great Content Design
• Working closely with product managers, developers, researchers, and content teams, as well as stakeholders in medical, legal, and editorial.

You'll be targeted on:

• Hitting delivery goals and metrics targets with your team, such as increasing average revenue per user (ARPU) through optimised user experiences, improving conversion rates from free to premium as our users engage with our subscription model app, and boosting engagement with our app features and content.
• Demonstrating data-backed improvements in user experience and business outcomes through design contributions.
• Aligning effectively with cross-functional teams and stakeholders to ensure timely delivery of projects within agreed timelines
• Suggesting content design innovations that drive wider audience acquisition, deeper audience engagement and slicker processes for making that happen.
• Creating a positive, honest, curious and collaborative environment for your team.

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