Demystifying women’s health for Flo

Flo is the world’s top female health app (300M+ downloads, 60M+ monthly active users) and the first purely digital consumer women’s health app to achieve unicorn status.

I’ve been working with Flo for the past four years, both as a freelance contributor and an in-house senior editor.

During my time as a senior editor for the brand I was responsible for writing, commissioning and editing web content that would significantly scale growth while positioning Flo as an authority on women’s health. I worked closely with the SEO and medical teams to devise and implement quarterly strategies that resulted in highly ranked articles and a huge uplift in user views and engagement. This included both a pregnancy nutrition project and a pregnancy week-by-week project.

I also collaborated with the wider Flo team to create, test, implement and scale new formats and ideas based on key search recommendations. This led to the launch of a successful franchise focusing on Secret Chats, Flo’s digital community used by 7 million people every month.