Senior Manager, Digital Shelf Strategy

Senior Manager, Digital Shelf Strategy

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 Senior Manager, Digital Shelf Strategy owns the content experience and digital shelf presence across all key retail platforms. This is both a creative and analytical role — responsible for building best-in-class PDPs, brand stores, and rich media, while using performance data and testing to continuously improve conversion. The role is primarily focused on Amazon USA (~80%) with additional support across Amazon International, Walmart, Target, drug channels, Babylist, and TikTok Shop.

Responsibilities to include

Own PDP content strategy and standards across all retail platforms — titles, bullets, descriptions, imagery, and A+ modules

Lead A+ Content, Brand Store architecture, platform animations, and video content strategy on Amazon

Extend enhanced content and brand presence to applicable retailer platforms (Walmart, Target, TikTok Shop, etc.)

Manage content syndication tools (e.g., Salsify, Syndigo) to distribute and update content efficiently at scale

Own keyword strategy and search term optimization across all retailer platforms to maximize organic discoverability

Monitor search rank performance and iterate on content to capture and defend share in priority search terms

Build and maintain a content performance reporting framework linking content quality, traffic, and conversion

Design and execute A/B content tests (titles, hero images, A+ layouts) using Amazon Manage Your Experiments and equivalent retailer tools

Present testing results and content performance insights to the Director of Amazon and VP of eCommerce regularly

Amazon USA (~80%): Primary focus — PDPs, Brand Store, A+, SEO, content testing, new product setup

Amazon International: Adapt content for local search behavior, language, and compliance requirements

Walmart & Target: Manage PDP content, rich media, and platform-specific enhanced content requirements

Drug Channels, Babylist, TikTok Shop: Ensure content quality, completeness, and platform-specific creative formats across emerging and specialty retailers

Partner with brand and creative teams to brief and approve all eCommerce-specific imagery, video, and copy assets

Ensure new product launch content is ready and live ahead of defined launch windows

Use ratings, reviews, and competitive benchmarking to identify content gaps and inform future creative briefs

What You Will Need

6+ years in eCommerce content, digital shelf, or a related role

Deep expertise in Amazon content tools: A+, Brand Stores, Manage Your Experiments, Brand Analytics

Experience managing content across multiple retail platforms

Proven ability to use data and A/B testing to improve content performance and conversion

Experience with content syndication or PIM/DAM tools (Salsify, Syndigo, or equivalent)

Experience with TikTok Shop or social commerce content formats

Familiarity with Amazon international marketplace requirements

CPG or consumer goods background with multi-channel retail exposure

Working knowledge of SEO tools (Helium 10, Jungle Scout, or similar)

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

We offer a comprehensive and thoughtfully designed benefits package to support our employees:

Robust health benefits including:

Comprehensive medical, vision, and dental plan options

Employer paid life insurance

Supplemental insurance op…