Full-Time
Senior Social Media Manager
Frida
201-500 employees
Manufactures and sells baby care products
No salary listed
Miami, FL, USA
Hybrid
Three days on-site per week required; remote work is available Mondays and Fridays.
Bachelor's
 Social Media (1) |
|---|
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- A bachelor's degree in marketing, advertising, communications, or a related field is required.
- At least 4-5 years of social media management experience is required, including a proven record of growing and engaging communities and owning end-to-end video production across TikTok, Instagram, LinkedIn, YouTube, and other platforms.
- The candidate must be comfortable and confident on camera and provide a reel or portfolio of on-camera work.
- Hands-on video editing skills in CapCut, Premiere, or similar tools, plus native in-app editing tools, are required.
- Examples of short-form video personally shot, edited, and published must be provided.
- Experience writing briefs and building storyboards for video and design is required.
- Experience managing at least one direct report or contractor is required.
- A strategic understanding of social media's role in broader marketing efforts, brand building, and community engagement is required.
- The candidate must understand emerging platform trends, broader cultural movements, and Gen Alpha, Gen Z, and millennial audiences.
- Strong leadership and project management skills, including the ability to prioritize, delegate, and deliver results in a fast-paced environment, are required.
- Excellent writing, verbal communication, and content creation skills are required.
- A creative and analytical approach to data-informed decision-making is required.
- Proficiency with social media management tools such as Dash Social, Sprout, and Hootsuite, and with TikTok, Instagram, LinkedIn, YouTube, and Facebook, is required.
- The candidate must be able to collaborate cross-functionally with internal and external stakeholders.
- The candidate must be willing to check channels outside normal hours when content is live or breaking, including evenings, weekends, and key launch moments.
- Portfolio, reel, and social-handle links must be included with the application.
- Serve as an on-camera face of the brand by hosting, demonstrating products, and speaking to camera across TikTok, Instagram Reels, and YouTube Shorts.
- Lead and manage always-on content calendars for each brand and platform, primarily TikTok, Instagram, YouTube, and LinkedIn, while aligning them with marketing goals.
- Develop and oversee social briefs with the Senior Director of Social Media and Content, facilitate stakeholder feedback, and ensure timely execution of assets and captions.
- Plan and optimize in-house content production for TikTok, Instagram, and YouTube.
- Shoot, edit, and publish content on the same day, including filming in-office, editing independently, and publishing promptly.
- Write video briefs and build storyboards, and write design briefs for designers.
- Partner with video editors on larger productions by providing direction and feedback.
- Pitch and produce social content, including Reels, TikTok videos, YouTube videos, and designed assets with designers.
- Generate concepts, formats, and hooks and determine which ideas should be produced.
- Respond quickly to trends by shifting the calendar and publishing content the same day when appropriate.
- Develop strong hooks and apply a social-first approach to Reels, TikTok, YouTube Shorts, and designed carousel concepts.
- Coordinate and manage shoots, including sourcing samples and props and collaborating with talent or influencers.
- Serve as the main point of contact for internal brand and marketing teams, collect requests and priorities including new product development launches, and share social-team plans with cross-functional teams.
- Prioritize content based on cross-functional intake requests, leadership requests, and business priorities, and manage calendar priorities while providing cross-functional visibility.
- Manage and develop team members, including direct reports and contractors.
- Analyze and report monthly and campaign performance, using insights to inform future strategies and continuous improvement.
- Track competitors and the broader category and identify useful approaches from other brands.
- Use social listening to monitor sentiment, identify issues early, and surface community needs.
- Own and strategize the brand culture calendar by identifying cultural moments and trends that can increase relevance and engagement.
- Act as a brand ambassador by ensuring social communications follow brand standards and foster a positive community experience.
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
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Simplify's Take
What believers are saying
- August 11, 2026 Frida Kids launched 32 products at Walmart, Amazon, and Frida.com.
- CNBC said Frida has exceeded $2 billion retail sales and grown 30% annually.
- Walmart's dedicated kids' care aisle creates new shelf space for Frida expansion.
What critics are saying
- February 2026 sexualized-marketing backlash damaged trust and triggered a boycott petition.
- Canada recalled Fridababy teethers in April 2026 for microbe contamination.
- Walmart and Amazon gate Frida Kids; losing shelf support would cripple growth.
What makes Frida unique
- Chelsea Hirschhorn built Frida around neglected parenting pain points, not generic baby aisles.
- Frida extends one brand across baby, postpartum, fertility, and kids' care.
- Walmart, Amazon, and 40,000-plus stores give Frida unusually broad physical reach.
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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
Wellness Program
Professional Development Budget
Company Social Events
Employee Discounts
Growth & Insights and Company News
6 month growth
↑ 16%1 year growth
↑ 16%2 year growth
↑ 15%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.
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."
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."
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.
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.