Brand Manager

Who We Are

Frida is more than a brand built to support parents. We get parents. We know all about the often unbelievable realities of parenthood, because we’ve been in the trenches. Over the last 9 years, we’ve dedicated ourselves to developing the tools (and sometimes the tips, too) that help simplify parenting - and it all started with snot. Since the launch of our cult-favorite NoseFrida, The SnotSucker, we’ve innovated and launched over 100 products that provide quick and easy solutions to age-old parenting problems. We also launched Frida Mom in 2019, with products to help women with the transition through the fourth trimester into motherhood. Today, Frida holds over a 70% share of its main category, and our products can be found in over 50+ countries and in over 40,000 stores throughout the US - in every retail channel from mass-market, grocery, chain drug, and specialty stores. For 9 years, we’ve had parents’ backs as they navigate the parts of parenthood you don’t usually see on the ’gram with honest and raw messaging to provide the answers to questions they didn’t even know they had. And, we’re just getting started.

How You Will Make an Impact

Frida is looking for a Brand Manager to join our team and help shape how data and analytics are used to drive the growth of the business and future strategic decision making. The Brand Manager will be responsible for growing the business through a deeper understanding of marketing effectiveness, point of sale, performance analysis, and discovery of new consumer insights that allow Frida to make quick, informed business decisions. The selected candidate will also create and manage dynamic and scalable data models, developing actionable outputs that inform both our immediate performance strategy and long-term innovation roadmap. Responsibilities to include:

Performance Analytics

• Lead performance & marketing analytics reporting, including utilizing data to provide insights on macro, geographic, retailer, and product-level trends
• Measure seasonality and develop sales trend tools to understand and measure periodic performance; develop variety of KPIs to measure growth tactics (organic, distribution, marketing mix)
• Manage our business intelligence tools, including Power BI, Alloy, Nielsen, Skai, and Stackline to help automate analytics (freeing up time for more in-depth analysis) in addition to elevating data capabilities across media and competitive intelligence
• Leverage competitive intelligence to develop market share reports, media recommendations, channel strategy and sales optimizations
• Conduct deep dive analysis into select areas of growth, including product prioritization and retailer performance
• Work with Brand Managers to ideate, execute, and analyze performance-driving initiatives including paid social, search & other media programs
• Align with Sales Planning weekly to bridge wholesale with POS performance and collaborate on future planning
• Lead weekly & monthly performance meetings with our CEO, President & SVPs to discuss company success and opportunities
• Actively participate in the development of the vision for Frida’s data & analytics architecture to improve company-wide analysis efficiencies and broaden your own knowledge of data analytics

Business Strategy & Innovation Revenue Management

• Annual Innovation Planning: identify categorical/innovation whitespace through market research, competitive & macro trends, financial expectations and long-term revenue modeling
• Pricing & Revenue Management: define price and new product revenue forecasts for new products to inform the team on optimal selling strategy; lead price increase/decrease initiatives to maximize revenue. 
• Charter & Product Financial Management: help structure and develop our product development recommendations / opportunities from a category / green field and competitive perspective. Participate in product management process, ensuring development adheres to financial guardrails & pivots occur when necessary 
• Licensing & Acquisition: participate as a key stakeholder in determining new product licensing & acquisition opportunities, providing competitive analysis, channel viability & revenue forecasts 
• Growth Modeling: build and lead company’s 5-year strategic growth model, partnering with Finance team to manage top-line & bottomline growth goals
• New Channel Development: develop strategic blueprints for new channels (e.g. Dollar, Club), non-traditional revenue exploratories, ad hoc projects as necessary
• Additional projects as assigned

What You Will Need

• Bachelor’s Degree in Business, Marketing, or related field
• 4-6+ 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 Manager, you will work closely with Finance, Sales, Ecomm, Media, Creative, Operations, and R&D 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

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.

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