Senior Director International Brand Management, Integrated Marketing

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

We’re looking for a strategic, globally-minded marketing leader to drive the development and execution of integrated marketing plans across our international markets. The Senior Director, International Integrated Marketing will own full-funnel marketing planning for direct markets and guide distributor-led marketing plans to ensure brand consistency, performance, and cohesion across all channels and regions.This leader will also oversee product strategy and commercialization by country, ensuring the right products, launches, and positioning are prioritized for each market. They will be accountable for managing international marketing budgets by country, optimizing spend for impact and efficiency.The ideal candidate blends strategic vision with hands-on execution and thrives at the intersection of brand storytelling, media performance, and commercial growth.

Responsibilities to include:

Strategic Leadership

• Own the annual international marketing planning process, ensuring alignment with global brand and growth objectives.
• Develop and maintain country-level marketing strategies and budgets, balancing global priorities with local market realities.
• Partner with regional and distributor marketing teams to co-develop localized plans that reflect cultural nuances, market maturity, and commercial potential.
• Lead product strategy and product commercialization efforts by country—defining market entry plans, launch strategies, and messaging frameworks that inform integrated marketing execution.
• Translate business goals into cohesive, full-funnel marketing strategies across paid, owned, and earned channels.

Integrated Campaign Development

• Drive the end-to-end campaign process—from insight generation and positioning through creative briefing, media planning, activation, and optimization.
• Champion unified storytelling and creative consistency across touchpoints (digital, social, influencer, retail, partnerships, CRM, PR).
• Ensure collaboration across internal teams (Creative, Brand, Growth, Product Marketing) and external partners (agencies, distributors) to deliver cohesive go-to-market programs.

Media & Channel Strategy

• Lead the development of robust, country-specific media strategies that go beyond performance marketing to include full-funnel planning across digital, social, influencer, PR, content, and offline channels.
• Move Frida from an Amazon-only conversion model to a more holistic, multi-channel approach that drives awareness, engagement, and conversion across the customer journey.
• Define channel roles and investment allocations by market, optimizing mix based on maturity, objectives, and ROI.
• Partner with global media, creative, and analytics teams (as well as agencies where applicable) to deliver effective and efficient plans.
• Own retailer media and in-store investment strategy, ensuring retailer spend (retail media networks, in-store merchandising, shopper marketing) integrates seamlessly with broader market plans.
• Develop best practices and playbooks to guide media investment decisions and measure impact across international markets.

Performance, Budget, and Optimization

• Manage and optimize marketing budgets by country, ensuring efficient allocation of spend across channels and initiatives.
• Establish performance goals and reporting frameworks that connect marketing activity to business outcomes (brand health, traffic, conversion, revenue).
• Partner with analytics and media teams to ensure disciplined measurement, learning, and cross-market scalability of high-performing programs.

Leadership and Collaboration

• Act as a bridge between international markets and global brand, creative, and media teams to ensure alignment and mutual learning.
• Serve as a strategic advisor to distributor partners, elevating marketing excellence and execution quality across markets.
• Partner closely with Product, Finance, and Commercial teams to connect product lifecycle strategy with market readiness and marketing activation.

What You Will Need

• 10–12+ years of integrated marketing experience across brand, media, and digital channels.
• Proven experience managing country-level marketing budgets and optimizing spend for ROI.
• Strong background in product strategy and commercialization, ideally with international exposure.
• Experience leading full-funnel campaigns across multiple markets or regions.
• Strong understanding of global marketing operations and cross-cultural brand execution.
• Demonstrated ability to balance long-term brand building with near-term growth objectives.
• Exceptional communication, influence, and collaboration skills in matrixed environments.
• Experience in consumer brands or digitally-led, high-growth companies preferred.

Who You Will Work With

Frida is an organization that values collaboration and community. As the Senior Director International Integrated Marketing, you will work closely with Brand Management, Creative Marketing and Growth 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.