VP, Brand Management

About Frida

Frida was created to make the realities of parenting feel a little less overwhelming. Since its founding in 2014 by CEO Chelsea Hirschhorn, the company has expanded from its first breakthrough product, NoseFrida, into a portfolio of more than 200 products that support families through fertility, postpartum recovery, baby care, and beyond.

The brand is known for addressing topics many others avoid, from nipple pain to diaper blowouts and the emotional demands of caring for a newborn. Its approach is straightforward, practical, and focused on helping parents feel understood and supported. Frida products are sold in more than 50 countries and in thousands of retail locations across the United States. The company has also earned recognition from TIME and Fast Company for its impact and innovation.

Role Overview

The VP, Brand Management will report to the SVP, Brand Management and will lead commercial initiatives across Frida's brands. This leader will own brand growth strategy, guide both existing and new product lines, and work across functions to build a strong innovation pipeline that supports expansion, revenue growth, and margin improvement.

The position calls for someone who deeply understands consumers and market trends and can turn those insights into practical, competitive strategies that help the brand succeed in the market.

Key Responsibilities

• Own the achievement of sales and profitability goals.
• Lead the annual business review process and brand planning cycle.
• Drive strategic brand initiatives, communication planning, and product innovation across every consumer touchpoint.
• Protect and strengthen brand positioning through a strong grasp of brand attributes and a changing retail and customer landscape.
• Use consumer insights, research, and competitive intelligence to uncover market gaps and opportunities for product expansion, customization, optimization, and new launches.
• Create compelling category stories and concepts that support the larger brand direction.
• Oversee product marketing execution, including product structure, pricing approach, and SKU management.
• Contribute to line reviews with shopper analytics, category and department insights, POS performance data, planogram review, and internal trend information.
• Work closely with the Sales team on retailer strategy and buyer relationships.
• Build a high-performance culture by setting clear expectations, aligning individual goals, and focusing the team on the main drivers of business success.
• Partner with Marketing Activation and Creative teams to shape communications ideas and supporting creative assets.
• Translate consumer needs into input for R&D to improve existing products and help design new ones.
• Handle additional responsibilities as needed.

Requirements

• A bachelor's degree in Business, Marketing, or a closely related discipline.
• 10-12+ years of brand management experience in consumer packaged goods.
• 3-5+ years in a leadership or people management capacity.
• Experience gathering, analyzing, and converting primary research and data into strategy.
• Broad understanding of the cross-functional CPG product development and management lifecycle.
• Demonstrated ability to drive innovation and grow brands.
• Strong analytical capability with the ability to turn findings into practical next steps.
• Experience with Nielsen and/or IRI analytics.
• Strong consumer orientation and a deep understanding of shopper behavior.
• Excellent written, verbal, and presentation communication skills.
• Proficiency with Microsoft Office, especially PowerPoint and Excel.
• Ability to manage several priorities at once with strong organizational discipline.
• Self-directed, proactive, and effective both independently and in a team setting.

Work Setup

Frida's headquarters is in Miami, Florida. Approved roles follow a flexible hybrid schedule, with remote work available on Mondays and Fridays and in-office collaboration on Tuesdays through Thursdays.

Benefits and Perks

• Comprehensive medical, dental, and vision coverage.
• Employer-paid life insurance.
• Optional supplemental coverage, including accident insurance, short-term disability, and long-term disability.
• FSA and HSA options.
• 401(k) matching of up to 4% with immediate vesting.
• A generous PTO package that includes elective PTO days, federal holidays, sick and wellness days, and a birthday floater.
• Paid pregnancy and parental leave with flexibility.
• Weekly wellness programming, including in-office manicures and pedicures, blowouts, massages, and car wash services.
• Dog-friendly office environment.
• Learning and development opportunities for personal and professional growth.
• Company events, team outings, annual Fam Jam family carnival, Day of Service, and volunteer opportunities.
• Employee discounts on Frida products.

Equal Opportunity Statement

Frida offers equal employment opportunity to all employees and applicants. Hiring decisions are made without regard to race, color, religion, age, sex, national origin, disability, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other status protected by applicable law.

Application and Privacy Information

By applying, candidates acknowledge that their information will be handled according to Frida's job applicant privacy policy.

Agency and Third-Party Notice

This is a direct search run by Frida. Applications from agencies or other third parties are not accepted, and no fees will be paid for unsolicited resumes.

Fraud and Safety Notice

Fridababy LLC will never ask for sensitive personal information such as a Social Security number, bank account details, or any payment during the hiring process. Official communication will only come from verified channels, including @frida.com or @fridababy.com email addresses or approved recruiting partners. Suspicious outreach should be reported to frida.hr@frida.com or cyber@frida.com.