Director, Insights

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

Frida is seeking a Director, Insights to join our Brand Management team based in Miami, FL. Reporting to the SVP, Brand Management, this newly created role will establish and lead Frida's Insights function, building the capabilities, processes, and strategic frameworks that enable consumer, shopper, brand, and market insights to drive business decisions across the organization. Serving at the intersection of Brand Management and Innovation, this leader will partner cross-functionally to translate consumer understanding into actionable strategies that strengthen our brands, accelerate innovation, and support commercial success. The ideal candidate brings deep CPG insights expertise, a passion for building new capabilities, and the ability to influence strategic decisions through compelling data-driven storytelling in a fast-paced, entrepreneurial environment. The Director, Insights will thrive in a dynamic, fast-paced, and entrepreneurial environment.

Responsibilities to include:

Build and establish Frida's Insights function, defining the vision, research capabilities, processes, and tools needed to support a growing organization.

Develop and execute the company's consumer and brand insights strategy to inform brand growth, innovation, commercialization, and portfolio decisions.

Serve as the strategic insights partner to Brand Management, Innovation, Product Development, and Commercial teams, ensuring consumer understanding is embedded throughout decision making.

Design and lead qualitative and quantitative research initiatives, including concept testing, product testing, claims testing, message testing, and other learning plans that support product development and commercialization.

Develop a comprehensive consumer learning agenda that identifies key business questions and prioritizes research investments across the organization.

Lead Frida's brand health measurement strategy, including ongoing tracking of brand equity, awareness, consideration, conversion, and other key performance metrics to evaluate brand performance and inform strategic decision making.

Leverage syndicated data sources, including Nielsen, Circana, consumer panel data, and other market intelligence, to identify category trends, competitive dynamics, and growth opportunities.

Analyze consumer, shopper, market, and competitive insights to uncover actionable opportunities that influence business strategy and product innovation.

Translate complex data into compelling narratives and executive-ready recommendations that drive alignment and informed decision making.

Partner with cross-functional teams to identify unmet consumer needs, whitespace opportunities, and emerging trends that shape Frida's long-term innovation pipeline.

Develop measurement frameworks to evaluate innovation performance, marketing effectiveness, and media effectiveness, including Marketing Mix Modeling (MMM), attribution, incrementality testing, and other advanced measurement approaches to optimize investment decisions.

Manage external research agencies and vendor partners, ensuring high-quality execution, efficient resource allocation, and actionable deliverables.

Champion a consumer-first mindset across the organization by embedding insights into planning, prioritization, and business decision making.

Continuously evaluate and implement emerging research methodologies and technologies, including AI-enabled insights platforms, online research communities, social listening, behavioral analytics, and other digital research capabil…