Scaling to 220 million users is a pretty massive achievement. Helping over 30 million women get pregnant: also massive. And driving growth via content and curation is a pretty unique way to do it. In this Mobile Heroes Uncensored, hosts John Koetsier and Peggy Anne Salz chat with Aurelie Genet, who is VP Product and Engagement Marketing at Flo, the app that’s all about periods, ovulation, and pregnancy on the surface … but even more about wellness, health, and being your best self. Genet shares the gold on how product, user acquisition, and retention need to align and collaborate to win, how customer experience determines success, and how Flo uses content as both a competitive differentiator and community creator. In addition, we chat metrics (always fun), her biggest accomplishment, and Genet’s top three tips for mobile marketers in the health & wellness space. Timestamps 0:00 Scaling apps for hypergrowth 2:30 The growth triangle: product, acquisition, retention 4:40 Bringing marketing and product together 9:15 Customer app experience and growth 12:45 Content, community, and mobile marketing 20:30 Metrics that matter 23:50 Personal accomplishments 26:10 Top 3 tips for mobile marketers in health and wellness apps