Content Lead, Flo

• A proven track record leading a growth-focussed SEO health content strategy for a major brand
• A commercial mindset. A demonstrable working knowledge of how to convert SEO traffic into paid subscribers, through compelling SEO and CRO copywriting that combines a clear understanding of user intent with product know-how
• People management experience. A CV that includes at least one previous content leadership role - be that at a project or department level, or something more senior. You know how to inspire and motivate a team of content creators to produce their best work, quickly in a very high-pressured environment. The team you’ll be leading is a talent-rich, ambitious bunch - you’ll need to know how to harness that ambition to the business’s best effect, and grow people into roles that will satisfy them and help us retain that talent
• A passion for data. You know how to turn content analytics from Google Analytics or Looker into content ideas, as well as review the performance of what you create and plan improvements
• An ability to create and edit all types of web content, from crafting user-friendly privacy FAQs, to writing product experiment copy, and shaping brand pages - all in Flo’s tone of voice
• Working knowledge of essential web tools. Day-to-day experience using various content management systems, performance dashboards from Google Analytics or Looker, and SEO tools like Ahrefs or Semrush is a must
• Business nous. A solid working knowledge of how content creation sits in the context of a wider working business whose north star is growth. You should be comfortable and competent at pitching content ideas that align with, and deliver on, the company’s objectives, be able to explain how your ideas will deliver, and be ready and willing to pivot on a dime should the business need you to
• Strong stakeholder management skills. Previous experience of working with a wide range of internal key stakeholders in different disciplines, including legal, compliance, PR, marketing, medical, engineering and design. You’ll also be au fait with helping to manage external stakeholders like SEO agencies, from a content POV
• End-to-end content production experience. An ability to confidently organise, lead, and facilitate sessions and presentations related to all aspects of content planning, ideation, and production. Plus, previous experience managing a content budget
• A portfolio of highly-engaging multi-format content (written, audio, video, infographic). You’re also highly experienced at delivering written health content that oozes medical credibility while maintaining its must-click status. You know where to go to source the best medical info and can turn medical jargon into easy-to-understand, accessible copy in a heartbeat. While this is a Lead role, we expect a player-coach approach, rather than just coach i.e. when needed, you will be expected to deliver content as well as lead your team
• A reliable roster of freelance talent. A contacts book filled with the best freelance writers, and future Senior Content Editors. You know that a great Lead is only as great as the team they Lead and you know how to build one
• An ability to inspire others. A passion for leading and contributing to active, enthusiastic ideation sessions, as well as being skilled at training up teams to deliver them
• Solid project management skills. You should be confident in managing complex content projects end-to-end, and mentoring others to do the same. You should be comfortable keeping tabs on a variety of projects at once and keeping calm when there’s a lot going on
• A personal 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
• Proactivity. You should be eager to deputise for your manager - the Director of Content and Creative - when needed. You’ll also be expected to spot opportunities for content or process improvements, pitching them with clear rationale, and helping to get them up and running
• A shared passion for Flo’s mission. Shaping the future of female health is what drives you and your work

Desirable

• Flo.health is looking for an Acting Content Lead (Web) for a fixed term contract
• You’ll be brimming with innovative, growth-focussed SEO content ideas, plus the passion, skill and energy needed to lead an experienced web content team towards a vision
• You’ll be working in a very fast-paced, collaborative team of content, SEO, visual, medical, product and analytical pros tasked with helping grow traffic to Flo.health, and in turn, the Flo app’s subscriber base, so an ability to understand the health SEO landscape, plus CRO, is a must
• An expert at figuring out what people want from health content, and then driving your team to deliver it, is what we’re after
• Leadership. Leading a team of content creators in concepting, delivering and scaling health content for a large website
• Content strategy. Delivering on the metrics for that content - volume, speed and quality
• Content quality. Ensuring your team creates release-ready content that passes our editorial, medical, and legal checks - in record time - all while delivering on our users’ needs
• Reporting. Checking the performance/business impact of the content you create and suggesting and planning improvements
• Collaboration. Presenting your work and learnings to the wider / other teams. Running ideation sessions and workshops, where appropriate, to knowledge/skill share with other content creators
• Resourcing. Developing a first-class roster of freelance content creators who are excellent at what they do and really ‘get’ Flo's mission
• You'll be targeted on:
• Hitting very ambitious content delivery goals (volume and speed) and engagement metrics numbers with your team
• Suggesting content innovations that drive wider audience acquisition, deeper audience engagement and slicker processes for making that happen at scale and speed
• Creating a positive, honest, curious and collaborative environment within the team