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 KPIsto 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 companysuccess 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, financialexpectations 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 tothrow 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.
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