Digital Shelf Manager

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.

Frida is seeking a Digital Shelf Manager to join our Digital & E-Commerce team based in Miami, FL. Reporting to the VP, E-Commerce & Media Strategy, this role is responsible for managing and continuously optimizing Frida’s digital shelf across Amazon, Walmart, Target, and other key  partners. The Digital Shelf Manager will oversee product content, digital merchandising, catalog management, search optimization, ratings & reviews, and content syndication to deliver a best-in-class online shopping experience that drives discoverability, conversion, and operational excellence.

The ideal candidate combines strong analytical skills with exceptional attention to detail and thrives in a fast‑paced, entrepreneurial environment. This individual is highly collaborative, proactive, and passionate about continuously improving the online shopper experience while supporting Frida’s ambitious growth objectives.

• Manage and continuously optimize Frida’s digital shelf across Amazon, Walmart, Target, and other key  partners.
• Own end-to-end product setup, catalog maintenance, and content updates, ensuring accuracy, completeness, and timely execution.
• Develop and optimize Product Detail Pages (PDPs), including titles, copy, imagery, videos, A+ Content, Brand Stores, and other enhanced content to improve discoverability and conversion.
• Execute keyword optimization strategies and monitor search performance to improve organic visibility across retailer platforms.
• Manage product content syndication through PIM and retailer content management platforms, ensuring timely and accurate product launches, assortment updates, and packaging changes.
• Conduct routine digital shelf audits and monitor content health, identifying opportunities to improve content quality, shopper experience, and retailer compliance.
• Manage ratings and reviews programs, analyze customer feedback, and partner with cross‑functional teams to enhance product content and consumer confidence.
• Track and report on key digital shelf performance metrics, providing actionable recommendations to improve discoverability, engagement, and conversion.
• Partner closely with Brand, Creative, Product Marketing, Retail Media, and Sales to ensure product content supports launches, campaigns, and retailer initiatives.
• Stay current on retailer capabilities, digital commerce trends, and emerging best practices, driving continuous improvements across Frida’s digital shelf.
• Support additional digital commerce initiatives and cross‑functional projects as the business continues to evolve.

• Bachelor’s degree in Business, Marketing, eCommerce, or a related field preferred.
• 3–5+ years of experience in eCommerce, Digital Shelf,…