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
Media Strategy
Leadership & Collaboration
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
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 7 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.
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