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 that I worked as first and final editor on.

I also collaborated with the wider Flo team to create, test, implement and scale new formats and ideas based on UX research and 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.