Brand Director

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 NoseFrida — 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 rollercoaster 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 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.

Responsibilities to include:

Performance Analytics & Business Planning 

• 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.

Innovation Strategy

• 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 and revenue forecasts for new products to inform brand financial and business planning.
• Partner cross-functionally with R&D, Finance, and Marketing to ensure new product launches are grounded in both consumer insights and commercial viability.
• Support other strategic projects as assigned.

What You Will Need

• Bachelor’s and/or Masters Degree in Business, Marketing, or related field
• 7-10 years’ experience in an analytical field
• Extremely proficient in Microsoft Excel, PowerPoint, and Nielsen/IRI
• An excellent communicator, who is excited about sharing actionable findings and insights
• Comfortable working with incomplete datasets / uncertainty with a think-outside-the-box mindset
• Excited to answer large, open-ended questions that do not have a “right” answer
• Team player who enjoys working and learning across departments
• Willing to learn new skills and take the extra steps to help drive the business

Who You Will Work With

Frida is an organization that values collaboration and community. As the Brand Director, you will work closely with Product Development, Marketing, and Project Management teams.

Our Ways of Working

Frida HQ is located in Miami, Florida and approved roles have the flexible option to work remotely both Mondays and Fridays with the benefit of connecting in person Tuesdays - Thursdays.

Why You Will Love Working at Frida

• Robust health benefits including:
• Comprehensive medical, vision, and dental plans
• Employer paid life insurance
• Supplemental insurance options including Accident Insurance, Short-Term Disability and Long-Term Disability 
• FSA & HSA
• 401k matching up to 4% with immediate vesting.
• Generous paid time off program including elective PTO days, federal holidays, sick/wellness days, and a birthday floater.
• Flexible paid pregnancy and parental leave.
• Weekly wellness programming designed to maximize personal time and minimize time spent investing in personal care outside of work hours. This includes a variety of programming such as in-office manicures & pedicures, blowouts, massages, and carwash services.
• Dog friendly office - feel free to bring your best buddy with you to work! 
• Learning & development opportunities for professional and personal growth
• Company-wide events & outings. Team engagement is at the center of our culture. This ranges from small department-specific teambuilding or informal outings to our annual Fam Jam family carnival that celebrates the people in your life who support you in bringing your best self to work each day. We also host an annual Day of Service to support our local Miami community, and provide a variety of volunteer opportunities throughout the year that support our mission to serve parents and children.
• Exclusive employee product discounts.

EEO

Frida provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected Veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.

Privacy Policy

By applying for this position, you acknowledge and understand that your information will be used as described in Frida's Job Applicant Privacy Policy: https://frida.com/pages/fridababy-job-applicant-privacy-policy

Agency and Third-Party Submissions

Please note this is a direct search led by Frida. Applications from agencies and other third parties will not be accepted, nor will fees be paid for unsolicited resumes.

Fraud Disclaimer

Fridababy LLC will never request personal information (i.e. Social Security number, bank account, or payment of any kind) during the application or recruitment process. Fridababy LLC will only contact you through verified methods, not unofficial platforms such as WhatsApp, Telegram, or personal email accounts. All legitimate communication will come from an official @frida.com or @fridababy.com email address or through our verified recruiting partners.

If you receive any suspicious outreach claiming to represent Fridababy LLC, please report it to frida.hr@frida.com or cyber@frida.com. Your safety and privacy is our priority.