VP, Brand Management

Join Frida as Vice President of Brand Management in this full-time leadership role, heading our brand strategy and consumer connection efforts from our headquarters in Miami, Florida. Frida is a rapidly growing company reimagining how parents navigate the real, unfiltered experience of raising children with innovative, thoughtfully-designed products.

About the Role

As VP of Brand Management, you'll own the complete brand vision and execution that connects Frida's values to millions of parents nationwide. This is a leadership position reporting directly to executive leadership, where your strategic decisions shape how we're perceived, trusted, and chosen by families.

What You'll Do

• Develop and execute comprehensive brand strategy that reflects Frida's authentic voice and resonates with our target parent audience
• Lead cross-functional teams across product, marketing, operations, and customer experience to ensure consistent brand expression
• Oversee brand positioning, messaging frameworks, visual identity, and corporate communications
• Drive brand awareness and equity through strategic campaigns, partnerships, and consumer touchpoints
• Analyze competitive landscape and market trends to identify brand opportunities and differentiation
• Manage brand budget and ROI across initiatives, ensuring effective resource allocation
• Build and mentor a brand management team, establishing processes and standards that scale

What We're Looking For

• 8+ years of brand management experience, with 3+ years in a director or VP-level role
• Proven track record building and scaling consumer brands, particularly in CPG, health, or family-focused categories
• Strategic thinker with strong business acumen and ability to connect brand work to revenue and customer acquisition
• Exceptional written and verbal communication skills with ability to influence cross-functional leaders
• Experience managing brand teams and collaborating with marketing, design, and product leaders
• Passion for authentic, values-driven brands that connect genuinely with consumers
• Based in or willing to relocate to the Miami, Florida area

About Frida

Founded in 2014 by CEO Chelsea Hirschhorn, Frida makes products that honor the beautiful chaos of parenting. From the NoseFrida to our expanding suite of solutions, we're building a brand synonymous with honesty, innovation, and parent empowerment. Our 200+ person team spans product, manufacturing, and customer experience, united by a mission to make parenting more manageable and joyful.

How to Apply

To apply, complete your application directly on this page, or you'll be redirected to the employer's application platform to finish submitting there.