Brand Director

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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.

Frida is looking for a Brand Director to join our team and help lead performance analytics capability + the outright leader for the Frida Baby portfolio, demand generation action planning and innovation strategy (in partnership with the Sr. Brand Director, Innovation). The Brand Director will be responsible for growing the business through in depth analysis and storytelling on what’s happening, why and what we should do about it.

Action planning can include but is not limited to promotional planning, pricing, packaging artwork, product and brand positioning, media planning, and line reviews / retailer touchpoints.

• Lead performance and marketing analytics across the business, transforming data into strategic insights that guide decision‑making, resource allocation, and long‑term business planning.
• Utilize data to uncover macro, geographic, retailer, and product‑level trends, providing actionable insights that drive brand and channel growth.
• Measure seasonality and develop sales trend and forecasting tools to anticipate business performance and inform category and portfolio planning.
• Create and refine KPIs that evaluate growth tactics — including organic marketing, distribution expansion, and marketing mix effectiveness — translating metrics into strategic recommendations.
• Oversee Frida’s suite of business intelligence tools (Power BI, Alloy, Nielsen, Skai, Stackline), driving automation and efficiency to enable deeper, value‑added analysis across teams.
• Leverage competitive and market intelligence to generate insights on market share, retailer performance, and media effectiveness; connect these learnings to business action plans and strategic priorities.
• Conduct deep‑ dive analysis to identify areas of opportunity, including product prioritization, retailer growth, and channel optimization.
• Partner with Sales Planning to align wholesale and POS performance, ensuring cross‑functional alignment between analytics, commercial, and marketing teams.
• Lead weekly and monthly performance meetings with the President and senior leadership, synthesizing insights into clear action steps and accountability plans.
• Actively contribute to the development of Frida Baby’s business strategy and long‑term growth vision, ensuring insights and analytics fuel brand and commercial success.

• Collaborate with the Sr. Brand Director, Innovation to identify and translate quantitative and qualitative insights into actionable innovation opportunities.
• Understand consumer behavior, competitive dynamics, and category trends to inform innovation briefs and product development charters.
• Define pricing…