VP, E-Commerce & Media Strategy

Job Description

Job Description

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

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