VP, Brand Management

VP, Brand Management

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.

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…