VP, Brand Management

Frida · Miami, United States · — · Posted 2026-06-26

Workplace: on_site

Department: Brand Management

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.

Privacy Policy

By applying for this position, you acknowledge and understand that your information will be used as described in Frida's Job Applicant Privacy Policy: https://frida.com/pages/fridababy-job-applicant-privacy-policy

Agency and Third-Party Submissions

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.

Apply

Apply at Frida

About the company

Frida designs and sells practical baby and mother care tools through direct-to-consumer channels and a broad wholesale network. Its products range from NoseFrida nasal aspirator and Windi GasPasser to bath, skincare items and an electric nail file, plus postpartum recovery products under Frida Mom and fertility tools under Frida Fertility. The company develops easy-to-use devices that address everyday parenting and maternal health needs and distributes them via its website and more than 40,000 stores in 50+ countries. Frida's goal is to help parents navigate pregnancy, infancy, recovery after childbirth, and family planning with trusted, accessible solutions.

Company Size

201-500

Company Stage

N/A

Total Funding

N/A

Headquarters

Miami, Florida

Founded

2014

Get referred to Frida

See people who can refer or advise you

Simplify's Take

What believers are saying

Frida told CNBC it crossed $2 billion retail sales and 30% annual growth.
August 11, 2026 distribution at Walmart, Amazon, and Frida.com expands reach immediately.
Kids-care monetizes aging customers in a fragmented six-to-eleven market.

What critics are saying

June 2026 Canadian teether recall exposed microbial contamination and execution risk.
Walmart and Amazon control pricing and placement, compressing Frida margins by 2027.
One major safety incident can trigger delistings and destroy the brand.

What makes Frida unique

Chelsea Hirschhorn still steers Frida’s category-creating, problem-solution brand.
Frida Kids launched August 11, 2026 with 32 age-specific products.
Walmart’s dedicated kids-care aisle gives Frida shelf space competitors lack.

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Benefits

Health Insurance
Dental Insurance
Vision Insurance
Life Insurance
Disability Insurance
Health Savings Account/Flexible Spending Account
401(k) Company Match
Remote Work Options
Paid Vacation
Paid Sick Leave
Paid Holidays
Parental Leave

Growth & Insights and Company News

Headcount

6 month growth

18%

1 year growth

18%

2 year growth

17%

Beauty Packaging

Aug 13th, 2026

Frida introduces Personal Care for kids in a kid-first design.

Frida introduces Personal Care for kids in a kid-first design. This 32-piece collection comes in colorful packaging that has easy-to-grip handles and kid-size pumps with controlled dispensing. August 13, 2026 Assistant Editor Frida, the brand known for reinventing categories by solving the real problems parents face, announced Frida Kids Personal Care, a new collection of 32 body, hair, and oral care products designed specifically for kids ages 6-11. Products are packaged in fun, colorful bottles and tubes to attract kids. The packaging includes easy-grip handles, controlled dispensing, kid-sized pumps, and built-in cues that help remove friction from everyday routines and give kids clearer ways to know they're doing them right. Founder, CEO, and mom Chelsea Hirschhorn worked alongside dermatologists and dentists to develop the collection, combining their expertise in age-appropriate formulas with her distinct approach to thoughtful, kid-first design. Frida follows a self-made Do It Yourself Care approach to personal care designed around developing bodies, smaller hands, and growing independence. Products are made to help kids take more ownership of everyday hygiene while giving parents one less thing to manage. Chelsea Hirschhorn said: "Independence in hygiene and self-care is a milestone for kids, but it's also a milestone for parents. Frida Kids was built to help children take ownership of the basics while giving parents the confidence to step back and let them do it themselves. The culture is pushing kids toward aspirational skincare before they've built the habits that matter most. We saw an opportunity to make hygiene, grooming, and self-care feel engaging, age-appropriate, and empowering first." Products span body care, haircare, and oral care that feature kid-friendly scents, designs, and formulas.

CNBC

Aug 11th, 2026

Baby products company Frida is expanding into kids' personal care.

Baby products company Frida is expanding into kids' personal care. Published Tue, Aug 11 20268:00 AM EDT Updated 53 Min Ago 0 seconds of 3 minutes, 52 seconds Volume 90% Listen 3min Key Points * Baby products company Frida is launching a category of personal care items for kids, including body wash, deodorant, electric flossers and more, the company told CNBC exclusively. * The launch is in partnership with Walmart, a decision CEO Chelsea Hirschhorn said was strategic as the retail giant expands its kids' personal care aisle. * The announcement comes as retailers have been racing to capitalize on innovation for younger consumers. Baby products company Frida is expanding into a line of personal care products for kids ages 6 to 11 that will be sold in Walmart and on Amazon, the company told CNBC exclusively. CEO Chelsea Hirschhorn said the launch marks the next natural step for the company, which has seen its first customers age into new categories, and offers an opportunity to secure shelf space in a category that's largely untapped and unexplored. "It really wasn't necessarily only that there was this opportunity created in the retail environment or in culture, but it was really the dearth of genuine, thoughtful innovation for this stage of parenthood that felt like a rinse and repeat of our playbook in mother care and baby care," Hirschhorn told CNBC. Hirschhorn, who created the company when her first child was a baby, said the gap in the market is one she's seen firsthand as a mother of four children. As her eldest child has grown, she said there were plenty of options in the baby aisle and teen aisle, but nothing in between to address the needs of young kids' personal care. While the new category marks a significant step for the company, she said it's ensuring it's not alienating core customers looking for baby products. Since its launch, Frida has generated more than $2 billion in retail sales and grown roughly 30% annually over the past five years, the company told CNBC exclusively. Though it began as a baby products company, it's now branched out into products for pregnancy, postpartum and now kids. According to a report from Kings Research, the kids' personal care market was valued at roughly $82 billion in 2022 and was expected to reach $137 billion by 2030 at a compound annual growth rate of nearly 7%. Hirschhorn said Walmart has been curating and launching a new aisle dedicated to kids' care, where parents can find products in between baby and adult options. That dedicated shelf space, along with Walmart's reach across the country and emphasis on value, made it an ideal destination for Frida for kids, she added. "Walmart came to the table in a really exciting way and said, 'We see an opportunity in a dedicated spot for everything from tween deodorant to shampoo, nail care and oral care because this parent deserves convenience above all else,'" she said. The new products span categories including body wash, deodorant, electric flossers and more, in the price range of $6.99 to $19.99. Hirschhorn said each of the products was designed specifically for kids in this age cohort without relying on certain ingredients that might not be appropriate for their age. "It's a glaring gap," she said. "When I'm done with tear-free baby shampoo, strolling the aisles of the personal care section, the only thing that jumps out is... the section for men." Retail innovation in the tween space has been expanding over the past few years. Companies like Sephora have seen explosive growth in kids' interest in beauty, while apparel retailers have created more dedicated sizing for tweens. It coincides with Generation Alpha reshaping some of the retail landscape, as the digitally native and online-savvy cohort becomes increasingly important for brands to capture and build loyalty with. Alpha roughly starts with babies born in 2010 and goes through babies born in 2025, according to Merriam-Webster, but those start and end dates are debated. Hirschhorn said Frida is taking notice of that trend. "This is otherwise a pretty fragmented shopping experience for parents who are ready to graduate the diaper aisle," she said. "There's no holistic experience for all of the personal care products for kids with that age, and so that was a really important part for us, just as it was in mother care."

Morning Top News

Aug 11th, 2026

Baby products company Frida is expanding into kids' personal care.

Baby products company Frida is expanding into kids' personal care. Advertisements Baby products company Frida is expanding into a line of personal care products for kids ages 6 to 11 that will be sold in Walmart and on Amazon, the company told CNBC exclusively. CEO Chelsea Hirschhorn said the launch marks the next natural step for the company, which has seen its first customers age into new categories, and offers an opportunity to secure shelf space in a category that's largely untapped and unexplored. "It really wasn't necessarily only that there was this opportunity created in the retail environment or in culture, but it was really the dearth of genuine, thoughtful innovation for this stage of parenthood that felt like a rinse and repeat of our playbook in mother care and baby care," Hirschhorn told CNBC. Hirschhorn, who created the company when her first child was a baby, said the gap in the market is one she's seen firsthand as a mother of four children. As her eldest child has grown, she said there were plenty of options in the baby aisle and teen aisle, but nothing in between to address the needs of young kids' personal care. While the new category marks a significant step for the company, she said it's ensuring it's not alienating core customers looking for baby products. Since its launch, Frida has generated more than $2 billion in retail sales and grown roughly 30% annually over the past five years, the company told CNBC exclusively. Though it began as a baby products company, it's now branched out into products for pregnancy, postpartum and now kids. According to a report from Kings Research, the kids' personal care market was valued at roughly $82 billion in 2022 and was expected to reach $137 billion by 2030 at a compound annual growth rate of nearly 7%. Hirschhorn said Walmart has been curating and launching a new aisle dedicated to kids' care, where parents can find products in between baby and adult options. That dedicated shelf space, along with Walmart's reach across the country and emphasis on value, made it an ideal destination for Frida for Kids, she added. "Walmart came to the table in a really exciting way and said, 'We see an opportunity in a dedicated spot for everything from tween deodorant to shampoo, nail care and oral care because this parent deserves convenience above all else,'" she said. The new products span categories including body wash, deodorant, electric flossers and more, in the price range of $6.99 to $19.99. Hirschhorn said each of the products was designed specifically for kids in this age cohort without relying on certain ingredients that might not be appropriate for their age. "It's a glaring gap," she said. "When I'm done with tear-free baby shampoo, strolling the aisles of the personal care section, the only thing that jumps out is... the section for men." Retail innovation in the tween space has been expanding over the past few years. Companies like Sephora have seen explosive growth in kids' interest in beauty, while apparel retailers have created more dedicated sizing for tweens. It coincides with Generation Alpha reshaping some of the retail landscape, as the digitally native and online-savvy cohort becomes increasingly important for brands to capture and build loyalty with. Alpha roughly starts with babies born in 2010 and goes through babies born in 2025, according to Merriam-Webster, but those start and end dates are debated. Hirschhorn said Frida is taking notice of that trend. "This is otherwise a pretty fragmented shopping experience for parents who are ready to graduate the diaper aisle," she said. "There's no holistic experience for all of the personal care products for kids with that age, and so that was a really important part for us, just as it was in mother care."

Food World News

Aug 7th, 2025

Breast Milk-Flavoured Ice Cream Is On The Market; Here Are Other Weird Flavours Also Available

Launched in summer 2024, Frida's breast milk-inspired ice cream is being sold exclusively at OddFellows' New York shop in Dumbo until 10 August 2025.

Sporked

Aug 1st, 2025

Breast Milk Ice Cream Is Real and Available, Here's How to Get It

Alright, let's keep an open mind about this: OddFellows Ice Cream Co., in collaboration with Frida (known for baby and birthing human products), is launching a breast-milk ice cream.

Frida

VP, Brand Management

About the job