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Full-time
bachelor degree
Medical Insurance, Vision Insurance, Dental Insurance, Employer Paid Life Insurance, Accident Insurance, Short-Term Disability
Posted 78d ago
~40 hrs/week
Responsibilities
Lead commercial initiatives for Frida brands by defining growth strategies and managing the product innovation pipeline. Responsible for meeting sales and profitability targets while overseeing product marketing, pricing, and retailer relationships.
Requirements
Requires a Bachelor's degree and over 10 years of brand management experience in the CPG industry, including 3-5 years in leadership. Must be proficient in Nielsen/IRI analytics and possess strong cross-functional product development knowledge.
Full job description
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.
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 [email protected] or [email protected]. Your safety and privacy is our priority.
Preparing parents for the unfiltered realities of parenthood with simple-yet-genius solutions that get the job done.
Industry
Retail
Company size
51-200 employees
Founded
2014
Headquarters
Miami, Florida
LinkedIn followers
67,469
Frida is more than a brand built to support parents. We get parents. We know all about the often unbelievable realities of parenthood, because we’ve been in the trenches. Over the last 9 years, we’ve dedicated ourselves to developing the tools (and sometimes the tips, too) that help simplify parenting - and it all started with snot. Since the launch of our cult-favorite NoseFrida, The SnotSucker, we’ve innovated and launched over 100 products that provide quick and easy solutions to age-old parenting problems. We also launched Frida Mom in 2019, with products to help women with the transition through the fourth trimester into motherhood. Today, Frida holds over a 70% share of its main category, and our products can be found in over 50+ countries and in over 40,000 stores throughout the US - in every retail channel from mass-market, grocery, chain drug, and specialty stores. For 7 years, we’ve had parents’ backs as they navigate the parts of parenthood you don’t usually see on the ’gram with honest and raw messaging to provide the answers to questions they didn’t even know they had. And, we’re just getting started.
Offices: 82 NE 26th St, Ste 101, Miami, Florida 33137, US
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