VP, Brand Management

Who We Are

Parenting isn’t picture-perfect. It’s messy, hilarious, exhausting, and life-changing — sometimes all before noon. That’s where we come in.

Founded in 2014 by our CEO Chelsea Hirschhorn, Frida was built to make the raw reality of parenting a little easier to navigate (and a lot less overwhelming). It all started with one legendary snot-sucker — the NoseFrida — and has grown into a 200+ product lineup that supports families through every stage: from fertility and postpartum recovery to baby care and beyond.

We don’t shy away from the stuff no one else wants to talk about — nipple pain, diaper blowouts, or the emotional rollercoaster that comes with keeping a tiny human alive. We call it like it is, solve the problems that actually matter, and build products that help parents feel seen, supported, and totally capable.

You can now find Frida products in 50+ countries and thousands of stores across the U.S., from the biggest national retailers to your neighborhood grocery aisle.

Under Hirschhorn’s leadership, Frida has become a category leader by challenging taboos, championing honesty, and supporting families at every stage of parenthood and beyond, earning acclaim on TIME's 100 Most Influential Companies, TIME Best Inventions, Fast Company Most Innovative Companies and Fast Company Brands That Matter. But the real win? Knowing we’re helping parents everywhere feel a little more human and a little less alone.

How You Will Make an Impact

Reporting to the SVP, Brand Management, the VP, Brand Management will lead our commercial initiatives for Frida brands and be responsible for managing and growing brands by defining strategy and driving growth initiatives across the existing and new lines of products. The VP, Brand Management will partner cross functionally to develop a robust innovation pipeline of new products and enhancements to drive brand expansion, revenue, and margin. The ideal candidate will be passionate about consumer and market dynamics and will utilize those insights to develop innovative solutions that allow us to win in the marketplace.

Responsibilities to include:

• Meeting sales and profitability targets
• Spearhead the annual business review and brand planning processes
• Serve as a catalyst to the brand’s strategic initiatives, communication plans, and product innovations across all consumer touch points
• Uphold the brand’s positioning by demonstrating a deep understanding of key brand traits along with an understanding of a constantly evolving retail/customer environment
• Apply consumer insights, research, and competitive intelligence to identify new opportunities and needs in the market to support the expansion, customization, and optimization of existing products and introduction of new products
• Develop compelling, marketable category concepts and stories that align with overall brand vision
• Lead execution of product marketing strategy including product architecture, pricing strategy, and SKU management
• Support Line Reviews demonstrating shopper analytics, category & department insights, POS performance metrics, planogram assessments, and internal trend information
• Partner with Sales team to manage retailer strategies and buyer relationships
• Promote a high performance culture by setting clear expectations and individual goals, and focus the team/company on key drivers that impact success
• Partner with internal Marketing Activation/Creative team to develop communication ideas and support creative collateral to support the brand’s goals
• Identify consumers’ needs and wants for Frida products, and provide inputs to R&D to enhance current product offering and design and develop new products
• Other duties as assigned

What You Will Need

• Bachelor’s Degree in Business, Marketing, or related field
• 10-12+ years of proven experience in brand management within the consumer-packaged goods industry
• 3-5+ years of experience in a leadership/management role
• Experience in conducting, analyzing, and developing strategies based on primary research and data
• Holistic knowledge of cross functional CPG product development and management cycle
• An ability to drive innovation and brand growth
• Strong analytical skills including ability to translate findings into actionable strategies
• Nielsen and/or IRI analytics experience
• Consumer obsessed and possess strong consumer understanding
• Excellent communicator with strong written, verbal, and presentation skills
• Proficient in Microsoft Office Business Suite including PowerPoint and Excel
• Ability to manage multiple projects at once and strong organizational skills
• Proactive; can operate autonomously, but also collaboratively as part of a team

Who You Will Work With

Frida is an organization that values collaboration and community. As the VP, Brand Management, you will work closely with Product Development, Marketing, and Project Management.

Our Ways of Working

Frida HQ is located in Miami, Florida and approved roles have the flexible option to work remotely both Mondays and Fridays with the benefit of connecting in person Tuesdays - Thursdays.

Why You Will Love Working at Frida

• Robust health benefits including:
• Comprehensive medical, vision, and dental plans
• Employer paid life insurance
• Supplemental insurance options including Accident Insurance, Short-Term Disability and Long-Term Disability
• FSA & HSA
• 401k matching up to 4% with immediate vesting.
• Generous paid time off program including elective PTO days, federal holidays, sick/wellness days, and a birthday floater.
• Flexible paid pregnancy and parental leave.
• Weekly wellness programming designed to maximize personal time and minimize time spent investing in personal care outside of work hours. This includes a variety of programming such as in-office manicures & pedicures, blowouts, massages, and carwash services.
• Dog friendly office - feel free to bring your best buddy with you to work!
• Learning & development opportunities for professional and personal growth
• Company-wide events & outings. Team engagement is at the center of our culture. This ranges from small department-specific teambuilding or informal outings to our annual Fam Jam family carnival that celebrates the people in your life who support you in bringing your best self to work each day. We also host an annual Day of Service to support our local Miami community, and provide a variety of volunteer opportunities throughout the year that support our mission to serve parents and children.
• Exclusive employee product discounts.

EEO

Frida provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected Veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.

Privacy Policy

By applying for this position, you acknowledge and understand that your information will be used as described in Frida's Job Applicant Privacy Policy: https://frida.com/pages/fridababy-job-applicant-privacy-policy

Agency and Third-Party Submissions

Please note this is a direct search led by Frida. Applications from agencies and other third parties will not be accepted, nor will fees be paid for unsolicited resumes.

Fraud Disclaimer

Fridababy LLC will never request personal information (i.e. Social Security number, bank account, or payment of any kind) during the application or recruitment process. Fridababy LLC will only contact you through verified methods, not unofficial platforms such as WhatsApp, Telegram, or personal email accounts. All legitimate communication will come from an official @frida.com or @fridababy.com email address or through our verified recruiting partners.

If you receive any suspicious outreach claiming to represent Fridababy LLC, please report it to frida.hr@frida.com or cyber@frida.com. Your safety and privacy is our priority.