Senior Brand Manager

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

Frida is looking for a Senior Brand Manager to be responsible for commercial marketing strategies and business ownership across a key category. The Senior Brand Manager will partner with Finance, Sales, Ecomm, Media, Creative, Operations, and R&D to deliver annual revenue and margin goals. The ideal candidate is both strategic and an analytical thinker who has a passion for building mission driven brands.

Responsibilities to include:

• Define and cross-functionally coordinate go-to-market plans for new product launches, while also monitoring performance and identifying opportunities for optimization to ensure budget delivery
• Define messaging strategy and oversee creative development of commercial assets to support new product launches and core product renovations (packaging, ecomm, ISM, paid social)
• Support the development of annual and quarterly briefs to cross-functional teams (brand-building, design, media, sales) that define the business priorities and executional plans for the brand.
• Work cross-functionally to measure the impact of paid, owned and earned activation on sales, applying learnings for future brand planning briefs
• Track media performance and budget, connecting spend to performance
• Support the development of line review material for the purposes of retailer sell-in of new products and expansion opportunities that unlock growth for the business
• Become a subject matter expert on the brand, consumer and portfolio to help inform day-to-day decisions on the business
• Compile competitive intelligence deep dives to ensure optimal positioning for our products, categories, and brands 
• Collaborate cross-functionally to routinely evaluate the performance of products in market to refine plans, SKU strategy and maximize growth opportunities
• Ad hoc market analysis and desk research to understand category trends and insights that inform our marketing strategies
• Manage promotion planning & reporting to drive successful promotion events and resulting sales
• Lead Nielsen category mapping to compile category and shopper insights 
• Lead weekly business meetings to report on trends, insights, and actions 
• Other duties as assigned

What You Will Need

• Bachelor’s Degree in Marketing, Business, Data Analytics, or similar focus 
• 6+ years of experience with at least 2-4 years of experience in CPG Brand Management specifically
• Strong business acumen with an in-depth understanding of the many variables that contribute to sustainably growing a brand and business 
• Excellent communicator and collaborator with strong written, verbal, and presentation skills 
• Proactive, can operate autonomously, but also collaboratively as part of a team
• Ability to manage multiple projects at once, strong organizational skills 
• Comfortable working with incomplete datasets / uncertainty with a think-outside-the-box mindset
• Willing to learn new skills and take the extra steps to help drive the business
• Experience pulling, analyzing and visualizing Nielsen and/or IRI data 
• Proficient in Microsoft Office Business Suite including PowerPoint and Excel

Who You Will Work With

Frida is an organization that values collaboration and community. As the Senior Brand Manager, you will work closely with Finance, Sales, Ecomm, Media, Creative, Operations, and R&D.

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

We offer a comprehensive and thoughtfully designed benefits package to support our employees:

• Robust health benefits including:
• Comprehensive medical, vision, and dental plan options
• Employer paid life insurance
• Supplemental insurance options including Accident Insurance, Short-Term Disability and Long-Term Disability, Cancer Coverage, and more
• FSA & HSA
• 401k matching up to 4% with immediate vesting
• Generous paid time off program including elective PTO days, federal holidays, sick/wellness days, floating holidays, and a birthday day off!
• Pregnancy and parental leave
• Weekly wellness programming in-office
• 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.

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