Senior Brand Manager, Growth & Innovation

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 seeking a Senior Brand Manager, Growth & Innovation to join our Brand team. Reporting to the Brand Director, the Senior Brand Manager, Growth & Innovation is responsible for driving both current business performance and future portfolio growth. This role combines the strategic discipline of innovation management with the commercial accountability of brand management, requiring the ability to move seamlessly between identifying future growth opportunities and delivering near-term business objectives. This individual will leverage consumer insights, market and competitive intelligence, business analytics and category expertise to uncover white space opportunities, help develop innovation pipelines, strengthen brand performance and lead commercialization efforts. The Senior Brand Manager, Growth & Innovation will thrive in a dynamic, fast-paced, and entrepreneurial environment.

Responsibilities to include:

Growth Strategy & Opportunity Identification

• Identify and evaluate consumer, market, category, and competitive opportunities through primary and secondary research, syndicated data, business analytics and macro trends analysis.
• Uncover unmet consumer needs, white space opportunities, and emerging growth platforms that support long-term portfolio expansion.
• Synthesize multiple data sources into actionable recommendations that influence brand strategy, innovation priorities, go to market and investment decisions.
• Develop business cases, market sizing assessments, revenue forecasts and financial analyses to prioritize growth opportunities.
• Serve as a category and consumer expert, monitoring competitive activity, retailer dynamics and evolving consumer behaviors to anticipate future opportunities and risks.

Brand & Portfolio Management

• Support development and execution of annual brand plans and portfolio strategies to drive sustainable business growth and market share performance.
• Analyze business performance, consumer trends, and marketplace dynamics to identify opportunities for optimization and growth across the portfolio.
• Partner with Sales, Consumer Insights, Finance, and Marketing teams to develop initiatives that strengthen brand equity and achieve commercial objectives.
• Lead pricing, positioning, and portfolio recommendations based on consumer insights, competitive analysis, and business performance metrics.
• Influence senior leadership through strategic analyses, presentations, and data-driven recommendations that shape portfolio decisions and growth strategies.

Innovation Pipeline & Commercialization

• Build and manage a 1–3 year innovation pipeline, including opportunity identification, concept development, innovation brief creation, prioritization, and portfolio planning.
• Partner with Consumer Insights, R&D, Engineering, Product Development, and Design teams to translate consumer needs into meaningful product solutions.
• Lead concept development, testing, and validation efforts using qualitative and quantitative research methodologies.
• Develop commercialization strategies, including positioning, pricing recommendations, launch planning, and go-to-market execution for new products and portfolio extensions.
• Lead cross-functional innovation initiatives from concept through launch, ensuring projects remain aligned to business objectives, timelines, and success metrics.
• Establish post-launch measurement frameworks and evaluate performance to optimize future innovation investments and portfolio decisions.

What You Will Need

• Bachelor's Degree in Marketing, Business or a related field required.
• MBA preferred but not required.
• 5–7+ years of progressive experience in Brand Management, Innovation, Product Marketing, Growth Strategy, or related functions, within CPG or consumer products.
• Proven ability to translate complex consumer, market research and business data into actionable recommendations and growth opportunities.
• Demonstrated experience developing growth strategies, managing brands or portfolios, portfolio management and innovation strategy. leading innovation initiatives from concept through commercialization.
• Experience building innovation pipelines, product concepts, business cases, commercialization plans and go-to-market strategies.
• Strong financial acumen with experience evaluating forecasts, business cases, investment priorities and growth opportunities.
• Exceptional analytical, strategic thinking and problem-solving capabilities.
• Excellent written, verbal, presentation, and storytelling skills with the ability to influence cross-functional stakeholders and senior leadership.
• Proven ability to lead and collaborate across cross-functional teams, including Marketing, Sales, Finance, Consumer Insights and Research and Development.
• Experience with syndicated data, consumer research platforms and business analytics tools preferred.
• Ability to thrive in a fast-paced, entrepreneurial environment where priorities and business needs evolve quickly.
• Self-starter with the ability to work independently, managing multiple priorities simultaneously while effectively collaborating across teams.

Who You Will Work With

Frida is an organization that values collaboration and community. As the Senior Brand Manager, Growth & Innovation, you will work closely with Sales, Consumer Insights, Finance, Marketing, R&D, Engineering, Product Development, and Design teams.

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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