Senior Brand Manager, 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 Nose Frida - 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 roller coaster 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, Innovation to join our Brand team. Reporting to the Senior Brand Director Innovation, Bab, the Senior Brand Manager, 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, 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…