Head of Product Marketing - London, United Kingdom - Flo Health

Description

300M+ downloads, 62M monthly users, #1 by installs in the iOS Health category, 4.9 stars on the App Store (3M+ reviews), backed by 7 VCs, annual revenue at 9 figures, and a valuation close to $1B.

We're a growing, Series B funded HealthTech building the essential digital health partner of tomorrow to empower women, girls, and people who menstruate with the knowledge and support they need to stay well and live better.

Our cycle, ovulation and pregnancy tracking, educational content and anonymised community platform have been trusted for years by millions to help them feel more in control of their health every day.

We're harnessing the power of data analytics and AI to build a smarter future, one where we all know our bodies better, with an aim to become the essential health partner to women worldwide.

The Job

The Product marketing team at Flo leads strategy for understanding users' needs and defining the user journey for our members, depending on their life stage.

As Head of Product Marketing, leading the team, you'll position Flo as the best product to support women with their health and wellbeing needs, becoming the foremost expert on our users, and leveraging user insights to help inform how we communicate with them.

Being a seasoned Product marketer, you will identify how to best market our subscription and products to our community by leveraging strong cross-functional partnerships with Product, Design, MarTech, Analytics, Research and other stakeholders to negotiate, influence and lead marketing campaigns focused on driving both active users as well as paid subscribers.

Your Experience

Must have:

• Significant (usually 10+ years') experience in deep D2C product marketing with a focus on managing go to market plans and an emphasis on value-based messaging.
• Clearly metric driven - proven experience utilising metrics to drive decision-making, with a strong emphasis on data analysis, performance measurement, and achieving tangible outcomes.
• Significant (usually 5+ years') experience in leading, developing and inspiring a team of product marketers.
• Strong understanding of the Product Marketing function's responsibilities and proven capability in influencing and advocating that value to varying stakeholders (Product, Design, MarTech, Analytics, Research & others.
• A Product Champion - someone who helps inform the overall marketing strategy with valuable product marketing intelligence. Be the evangelist, internally and externally, for our full solutions set and monitor the performance of solutions to educate key stakeholders.
• A needs-based persuader - You bring years of experience understanding how to create and tailor messaging to key audiences and persuade them to take important actions for the business. You are comfortable in segmentation, experimentation, and user research to better understand what the needs of our customers are and how to best serve them.
• A Storyteller - you have deep empathy for users and are able to adapt how you communicate to best reach and engage different audiences. You can bridge quantitative and qualitative insights and build an effective message.
• Self-motivated, an optimist - someone who thrives in an dynamic environment where there's freedom to build something new and implement new strategies, processes and collaborations across teams.

Nice to have:

• Experience working with a subscription business model.
• Experience working in health tech.
• Experience in implementing customer segmentation strategies and subscriber management across multiple channels (omnichannel).
• Familiar with marketing automation/CRM systems, both in what can be done internally, and in utilising external systems, pushing the boundaries of what those systems can do.
• Experience with marketing platforms, HTML/CSS, Looker, Amplitude, SQL.

What you'll be doing

You'll be responsible for:

• Go To Market Excellence: Develop and roll out go-to-market plans across all our products, working with Product, Design, CRM, Growth, Press, Brand and others. Define the strategy for successful introduction of products and features.
• Market Insights & Strategy: Develop a point of view on market trends, customer behaviors, and competitive changes that impact our Products. Drive in-depth market research alongside our User Research team from segmentation to category drivers.
• Lifecycle Strategy: Formulate the strategy and tactics for product marketing that support messaging in an end-to-end journey. Develop a deep understanding of customer journeys that lead to targeted campaigns and greater customer loyalty.
• Positioning & Messaging Mastery: Deeply understand our market and customers to compose powerful, differentiated positioning. Craft (and coach others to craft) impactful messaging frameworks that resonate with our target audiences.
• Partner with the marketing team to develop compelling content and campaigns that reinforce our positioning and messaging
• Team Development: Lead, mentor, and grow an agile team of (potentially 3) product marketers as the team grows, as well as a Project Manager. Coach and develop across product marketing principles, as well as career progression. Staff a high performing group against evolving priorities.
• Cross-functional Partnership: Be comfortable and work well with a broad range of people at every level of the business from C Suite to individual contributors.
• Data-driven & KPI-led Thinking: Identify opportunities to incorporate greater attribution and analysis into GTM strategy. Define the metrics of success for product marketing at Flo .

You'll be targeted to:

• Create a strategic product marketing plan outlining positioning, messaging, and go-to-market strategies for existing and upcoming Flo products within the first 90 days.
• Contribute to the development of long-term marketing and product roadmap strategies based on market research, industry trends, and customer insights, presenting recommendations to senior leadership at the conclusion of the probation period.

#LI-JC1 #LI-Hybrid

Ranges may vary depending on your skills, competencies and experience.

Reward

People perform better when they're happy, paid well, looked after and supported.

On top of competitive salaries, Flo's employees have access to:

• A flexible working environment with the opportunity to come into the office and work from home
• Company equity grants through Flo's Employee Share Option Plan (ESOP)
• Paid holiday and sick leave
• Fully paid female health and sick leave, in addition to holiday and regular sick leave
  
  
• Workations - an opportunity to work abroad for two months a year
• Six months paid maternity leave, and one months paid paternity leave (subject to qualifying conditions) inclusive of same-sex and adoptive parents
• Career growth, progression, and learning development resources
• Annual salary reviews
• Unlimited free premium Flo subscriptions
• A whole host of other benefits (health/pension/social schemes)

Our Culture

We're problem solvers, we're adaptable, we're empathy driven and results led.

People here like working in a fast-paced, multi-national, multi-cultural and ever changing environment. Everyone has an impact on a powerful mission, and is happy to roll their sleeves up to ideate solutions and put them in place. Being part of a growing business means that sometimes it's not easy and we work hard, but our mission is always at the forefront of what we do.

Diversity, Equity and Inclusion

The strength of our workforce is in the diverse backgrounds of our employees, and Flo is committed to applying its equal opportunities policy at all stages of recruitment and selection. This means recruitment and selection of talent into Flo Health companies is only based on individual merit and qualifications directly related to professional competence. Shortlisting, interviewing, and selection will always be carried out without regard to gender identity or expression, sexual orientation, marital or civil partnership status, color, race, nationality, ethnic or national origins, religion or beliefs, ancestry, age, veteran status, mental or physical disability, medical condition, pregnancy or maternity status, trade union membership, or any other protected characteristics.

Do you have B2C Product Management experience in a technology company? *
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Voluntary Self-Identification

For government reporting purposes, we ask candidates to respond to the below self-identification survey.Completion of the form is entirely voluntary. Whatever your decision, it will not be considered in the hiringprocess or thereafter. Any information that you do provide will be recorded and maintained in aconfidential file.

As set forth in Flo Health's Equal Employment Opportunity policy,we do not discriminate on the basis of any protected group status under any applicable law.

If you believe you belong to any of the categories of protected veterans listed below, please indicate by making the appropriate selection.As a government contractor subject to the Vietnam Era Veterans Readjustment Assistance Act (VEVRAA), we request this information in order to measurethe effectiveness of the outreach and positive recruitment efforts we undertake pursuant to VEVRAA. Classification of protected categoriesis as follows:

A "disabled veteran" is one of the following: a veteran of the U.S. military, ground, naval or air service who is entitled to compensation (or who but for the receipt of military retired pay would be entitled to compensation) under laws administered by the Secretary of Veterans Affairs; or a person who was discharged or released from active duty because of a service-connected disability.

A "recently separated veteran" means any veteran during the three-year period beginning on the date of such veteran's discharge or release from active duty in the U.S. military, ground, naval, or air service.

An "active duty wartime or campaign badge veteran" means a veteran who served on active duty in the U.S. military, ground, naval or air service during a war, or in a campaign or expedition for which a campaign badge has been authorized under the laws administered by the Department of Defense.

An "Armed forces service medal veteran" means a veteran who, while serving on active duty in the U.S. military, ground, naval or air service, participated in a United States military operation for which an Armed Forces service medal was awarded pursuant to Executive Order

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