Senior Manager, Digital Shelf Strategy

Senior Manager, Digital Shelf Strategy 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.

The Senior Manager, Digital Shelf Strategy owns the content experience and digital shelf presence across all key retail platforms. This is both a creative and analytical role — responsible for building best‑in‑class PDPs, brand stores, and rich media, while using performance data and testing to continuously improve conversion. The role is primarily focused on Amazon USA (~80%) with additional support across Amazon International, Walmart, Target, drug channels, Babylist, and Tik Tok Shop.

• Own PDP content strategy and standards across all retail platforms — titles, bullets, descriptions, imagery, and A+ modules
• Lead A+ Content, Brand Store architecture, platform animations, and video content strategy on Amazon
• Extend enhanced content and brand presence to applicable retailer platforms (Walmart, Target, Tik Tok Shop, etc.)
• Manage content syndication tools (e.g., Salsify, Syndigo) to distribute and update content efficiently at scale
• Own keyword strategy and search term optimization across all retailer platforms to maximize organic discoverability
• Monitor search rank performance and iterate on content to capture and defend share in priority search terms
• Build and maintain a content performance reporting framework linking content quality, traffic, and conversion
• Design and execute A/B content tests (titles, hero images, A+ layouts) using Amazon Manage Your Experiments and equivalent retailer tools
• Present testing results and content performance insights to the Director of Amazon and VP of eCommerce regularly
• Amazon USA (~80%):
  Primary focus — PDPs, Brand Store, A+, SEO, content testing, new product setup
• Amazon International:
  Adapt content for local search behavior, language, and compliance requirements
• Walmart & Target:
  Manage PDP content, rich media, and platform‑specific enhanced content requirements
• Drug Channels, Babylist, Tik Tok Shop:
  Ensure content quality, completeness, and platform‑specific creative formats across emerging and specialty retailers
• Partner with brand and creative teams to brief and approve all eCommerce‑specific imagery, video, and copy assets
• Ensure new product launch content is ready and live ahead of defined launch windows
• Use ratings, reviews, and competitive benchmarking to identify content gaps and inform future creative briefs

• 6+ years in eCommerce content, digital shelf, or a related role
• Deep expertise in Amazon content tools: A+, Brand Stores, Manage Your Experiments, Brand Analytics
• Experience managing content across multiple retail platforms
• Proven ability to use data and A/B testing to improve content performance and conversion
• Experience with content…