VP of Marketing Strategy

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

The VP of Marketing Strategy will play a vital role in leading the marketing team to further develop the Frida brand and its accompanying campaigns to build awareness, consideration, conversion and active engagement with our customers. The VP of Marketing Strategy will guide the master brand’s overall marketing strategy and ensure we have strong brand positioning, robust media and go-to-market plans across all our categories. The ideal candidate will be a strategic brand builder with ability to lead a team to think and activate/orchestrate creatively when it comes to brand storytelling.  

Responsibilities to include:

• Lead brand positioning work to develop a 1–3-year strategy aimed at driving awareness while building the master brand across all relevant sub-categories (baby, mom, fertility, etc).  
• Lead ideation of brand-building campaigns that are culturally relevant but also help to enhance the brand and drive business results (both short term and long term impact) 
• Lead and manage a team of marketing strategists – including being a cross-functional leader in creative, brand management and production to ensure marketing strategies are activated and orchestrated to plan.  
• Lead brands’ approach to strategic partnerships across celebrities, organizations, and other brands.  
• Guide the brand’s creative development and communication with in-house creative counterparts and agency partners
• Define and execute a vision for master brand communication across all channels for consumers, internal stakeholders and customers.  
• Partner with Brand Management team to create go-to-market strategies for new launches and products
• Determine strategy for each marketing channel and work with marketing team to execute and drive measurable results
• Stay up to date on market trends, technologies, competitors, trade partners, consumer trends, market size and channels of distribution and present key trends internally 
• Be the brand's biggest cheerleader – serving as the brand guardian and key steward of brand standards
• Other projects as assigned

What You Will Need

• Bachelor’s Degree in Marketing, Business, or related field
• 15+ years of marketing communications & strategy experience in an agency setting or consumer goods company
• A consistent track record of ideating, planning and orchestrating integrated marketing campaigns
• Strong cross-functional and agency management experience, with the ability to take a brand strategy and bring it to life across multiple consumer touchpoints
• Strategic thinker with a proven track record of building high performing and diverse and marketing teams and operations 
• Ability to work in a fast-paced environment in which requirements & priorities constantly change
• Excellent written and verbal communication
• Strong organizational and multitasking skills with high attention to detail
• Collaborative problem solver
• A self-starter with an ability to complete tasks both independently and collaboratively as part of a team

Who You Will Work With

Frida is an organization that values collaboration and community. As the VP, Marketing Strategy, you will work closely with Marketing, Brand Management, Product Development and Sales 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 [email protected] or [email protected]. Your safety and privacy is our priority.