Director, Insights

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 Director, Insights to join our Brand Management team based in Miami, FL. Reporting to the SVP, Brand Management, this newly created role will establish and lead Frida's Insights function, building the capabilities, processes, and strategic frameworks that enable consumer, shopper, brand, and market insights to drive business decisions across the organization. Serving at the intersection of Brand Management and Innovation, this leader will partner cross-functionally to translate consumer understanding into actionable strategies that strengthen our brands, accelerate innovation, and support commercial success. The ideal candidate brings deep CPG insights expertise, a passion for building new capabilities, and the ability to influence strategic decisions through compelling data-driven storytelling in a fast-paced, entrepreneurial environment. The Director, Insights will thrive in a dynamic, fast-paced, and entrepreneurial environment.

Responsibilities to include:

• Build and establish Frida's Insights function, defining the vision, research capabilities, processes, and tools needed to support a growing organization.
• Develop and execute the company's consumer and brand insights strategy to inform brand growth, innovation, commercialization, and portfolio decisions.
• Serve as the strategic insights partner to Brand Management, Innovation, Product Development, and Commercial teams, ensuring consumer understanding is embedded throughout decision making.
• Design and lead qualitative and quantitative research initiatives, including concept testing, product testing, claims testing, message testing, and other learning plans that support product development and commercialization.
• Develop a comprehensive consumer learning agenda that identifies key business questions and prioritizes research investments across the organization.
• Lead Frida's brand health measurement strategy, including ongoing tracking of brand equity, awareness, consideration, conversion, and other key performance metrics to evaluate brand performance and inform strategic decision making.
• Leverage syndicated data sources, including Nielsen, Circana, consumer panel data, and other market intelligence, to identify category trends, competitive dynamics, and growth opportunities.
• Analyze consumer, shopper, market, and competitive insights to uncover actionable opportunities that influence business strategy and product innovation.
• Translate complex data into compelling narratives and executive-ready recommendations that drive alignment and informed decision making.
• Partner with cross-functional teams to identify unmet consumer needs, whitespace opportunities, and emerging trends that shape Frida's long-term innovation pipeline.
• Develop measurement frameworks to evaluate innovation performance, marketing effectiveness, and media effectiveness, including Marketing Mix Modeling (MMM), attribution, incrementality testing, and other advanced measurement approaches to optimize investment decisions.
• Manage external research agencies and vendor partners, ensuring high-quality execution, efficient resource allocation, and actionable deliverables.
• Champion a consumer-first mindset across the organization by embedding insights into planning, prioritization, and business decision making.
• Continuously evaluate and implement emerging research methodologies and technologies, including AI-enabled insights platforms, online research communities, social listening, behavioral analytics, and other digital research capabilities that improve the speed, quality, and impact of consumer learning.
• Stay current on evolving research methodologies, analytics capabilities, and consumer trends to continuously strengthen Frida's insights function.

What You Will Need

• Bachelor's degree in Marketing, Business, Consumer Psychology, Market Research, or a related field; MBA preferred.
• 10+ years of progressive experience in Consumer Insights, Brand Insights, Market Research, or Strategy within a CPG organization.
• Demonstrated experience building or significantly evolving an insights capability, function, or research program.
• Deep expertise in qualitative and quantitative consumer research methodologies and translating findings into actionable business recommendations.
• Strong experience supporting innovation through concept testing, product testing, claims testing, and commercialization learning plans.
• Experience leading brand health tracking programs, including measurement of brand awareness, consideration, conversion, brand equity, and other key brand performance metrics.
• Hands-on experience with syndicated data platforms, including Nielsen and/or Circana; familiarity with consumer panel data and retail analytics required.
• Experience evaluating marketing and media effectiveness using Marketing Mix Modeling (MMM), attribution, incrementality testing, or similar advanced measurement methodologies.
• Strong knowledge of modern online research methodologies and AI-powered insights platforms, with experience leveraging emerging technologies to enhance consumer learning, research efficiency, and business decision making.
• Experience identifying and implementing innovative research capabilities, including digital, behavioral, AI-driven, and agile research approaches to evolve organizational insights capabilities.
• Proven ability to synthesize multiple data sources into strategic recommendations that influence senior leadership and cross-functional partners.
• Exceptional analytical, storytelling, presentation, and executive communication skills.
• Experience managing external research agencies and vendor relationships.
• Demonstrated ability to influence without direct authority and successfully lead through collaboration in a matrixed organization.
• Ability to work in a fast-paced environment in which requirements and priorities constantly change.
• Excellent written and verbal communication skills.
• Strong organizational and multitasking skills with high attention to detail.
• A self-starter with the ability to complete tasks both independently and collaboratively as part of a team.

Who You Will Work With

Frida is an organization that values collaboration and community. As the Director, Insights, you will work closely with Brand Management, Innovation, Product Development, and Commercial 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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