Job Description
London | Vilnius (on-site, relocation support provided)
500M+ downloads. 80M+ monthly users. A decade of building – and we’re still accelerating.
We are one of the world’s leading health & fitness apps, on a mission to build a better future for female health. Backed by a $200M investment, we became the first product of our kind to reach a $1B valuation in 2024 – and we’re not slowing down.
With 7M paid subscribers and one of the highest-rated experiences in the App Store’s health category, we’ve spent 10 years earning trust at scale. Now, we’re building the next generation of digital health – AI-powered, privacy-first, clinically backed – to help our users better understand their bodies.
The job
As a Growth Product Manager – Core Monetisation, you’ll own the strategy and execution of initiatives that directly maximise user lifetime value. Your focus will be on pricing, paywall experience, and offer segmentation and personalisation — the core levers driving revenue growth.
You’ll collaborate cross-functionally with analysts, designers, researchers, and engineers to design and optimise how users convert to Premium. This role has significant strategic visibility, and you’ll work closely with product leadership to shape the monetisation roadmap and ensure pricing and paywall strategy continues to set the benchmark in the health and wellness space.
This role is pivotal to reinforcing our position as a global leader in health and fitness, and as one of the world’s leading digital female health platforms.
Your Experience
Must have:
Proven experience developing pricing and subscription plan segmentation strategies to maximise LTV.
Strong track record of designing high-converting paywall experiences and personalising monetisation flows based on user segments.
Hands-on experience leveraging offers, discounts, add-ons, and subscription tiers to drive revenue growth and optimise monetisation performance.
Experience coordinating paywall campaigns, experiments, and launches across the app in close collaboration with cross-functional teams.
Deep expertise in A/B testing and experimentation, validating assumptions, and translating results into actionable monetisation improvements.
Experience working cross-functionally with engineering, design, analytics, and marketing teams to deliver measurable business impact.
Excellent analytical and problem-solving skills, with the ability to translate data into insights and make informed, evidence-based decisions.
Comfort working in a fast-paced, high-experiment environment with shifting priorities and multiple competing demands. You thrive in dynamic settings and are energised by experimentation at scale.
Nice to have:
Experience managing monetisation for a B2C app.
Experience with monetisation automation and machine learning techniques.
What you’ll be doing
You’ll be responsible for:
Analysing and identifying opportunities to optimise paywalls and pricing across regions, segments, and platforms to maximise user lifetime value and profitability.
Defining and implementing pricing strategies and tactics for subscriptions, complementary products, and add-ons, ensuring alignment with Flo’s business goals and market dynamics.
Designing and optimising paywall experiences and other monetisation mechanics to maximise conversion rates and deliver a seamless, high-performing upgrade journey.
Developing and executing targeted pricing and offer strategies for lifecycle moments and seasonal campaigns to unlock incremental revenue during key periods.
Partnering closely with engineering, design, analytics, and finance teams to enhance Flo’s monetisation systems, experimentation capabilities, and reporting accuracy.
Overseeing the management of App Store Connect and Google Play Console configurations related to pricing, SKUs, and subscriptions.
Acting as subject-matter expert in monetisation, advising product teams on best practices, experimentation frameworks, and growth strategies that drive LTV.
Salary Range - London - gross per year (ranges may vary based on skills and experience)
£78,000 - £90,000 GBP
Salary Range - Vilnius - gross per month (ranges may vary based on skills and experience)
€4.600 - €5.600 EUR
How we work
We’re a mission-led, product-driven team. We move fast, stay focused and take ownership – from brief to build to impact. Debate is encouraged. Decisions are shared. We care about craft, ship with purpose, and always raise the bar.
You’ll be working with people who take their work seriously, not themselves. It takes commitment, resilience, and the drive to keep going when things get tough. Because better health outcomes are worth it.
What you’ll get
We support impact with meaningful reward. Here’s what that looks like:
Competitive salary and annual reviews
Opportunity to participate in a performance incentive scheme
Paid holiday, sick leave, and female health leave
Enhanced parental leave and pay for maternity, paternity, same-sex, and adoptive parents
Accelerated professional growth through world-changing work and learning support
In-person collaboration and work in a hybrid model, with 3 days per week spent in the office
5-week fully paid sabbatical at 5-year
Premium for friends & family, plus more health, pension, and wellbeing perks
