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
The VP will be responsible for building and executing an integrated approach to e-commerce and media that maximizes sales performance, elevates brand visibility, and ensures seamless consumer experiences across channels. They will manage a high-performing team of three and collaborate cross-functionally with Marketing, Sales, Creative, Operations, and Finance.
This is a highly visible leadership role for a strategic yet hands-on executive who thrives in a fast-moving, entrepreneurial environment.
Responsibilities to include:
E-commerce Strategy
- Develop and lead the overarching e-commerce vision and strategy, ensuring alignment with company growth goals.
- Oversee Amazon, DTC, and key retailer.com accounts, driving revenue, optimizing performance, and enhancing the digital shelf experience.
- Manage product assortment, pricing, and promotional strategies across platforms.
- Partner with Sales and Operations to optimize inventory planning, fulfillment, and consumer experience.
- Lead annual negotiations with retailers that lead to mutually beneficial outcomes
- Lead the exploration, planning, and execution of new and emerging channels
Media Strategy
- Own the development and execution of paid media strategies (search, social, display, programmatic) that build awareness and drive conversion.
- Collaborate with Brand and Creative teams to ensure content is tailored for platform-specific performance.
- Use data-driven insights to continuously refine media investments, content performance, and audience targeting.
- Drive integration between e-commerce initiatives and media campaigns to maximize ROI.
- Collaborate in building annual media budgets to support brand and business objectives
- Experiment with next-generation media platforms (e.g., social audio, AI-driven content, social commerce) to drive reach and revenue
Leadership & Collaboration
- Lead and develop a team, providing coaching, mentorship, and clear career development paths.
- Foster strong cross-functional collaboration with Brand, Creative, Product, and Sales teams.
- Report regularly to executive leadership on performance, insights, and opportunities.
Who You Will Work With
Frida is an organization that values collaboration and community. As the VP of E-Commerce & Media Strategy, you will work closely with Brand Management, Marketing, Sales & Sales Planning, Operations, and Finance 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 including manicures & pedicures, massages, and carwashes
- 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- we know how to throw a party! Team engagement is at the epicenter of our culture, whether it’s getting together for our annual Fam Jam bash or giving back to our community through a day of service
- Exclusive employee product discounts
Top Skills
What We Do
At Frida, we are on a mission to prepare all parents for the everyday unfiltered realities of parenthood by creating simple yet genius solutions to age-old challenges. Over the past 7 years, the Frida Baby brand, built from the trust we created with the cult-favorite Nose Frida, the SnotSucker, has launched over 100 items – and has spurred the recent launch of Frida Mom. Today, Frida Baby holds over a 60% share of its main category and can be found in over 35,000 stores throughout the US – including Target, Walmart, BuyBuy Baby, Nordstrom, CVS, Walgreens and of course Amazon. Plus, the brand can now be found in over 20+ countries worldwide. This past spring, Frida Baby was named Fast Company’s Most Innovative Companies driven by our commitment to providing parents with both product innovations and real, honest messaging.
