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 Digital Shelf Manager to join our Digital & E-Commerce team based in Miami, FL. Reporting to the VP, E-Commerce & Media Strategy, this role is responsible for managing and continuously optimizing Frida’s digital shelf across Amazon, Walmart, Target, and other key retailer.com partners. The Digital Shelf Manager will oversee product content, digital merchandising, catalog management, search optimization, ratings & reviews, and content syndication to deliver a best-in-class online shopping experience that drives discoverability, conversion, and operational excellence.

The ideal candidate combines strong analytical skills with exceptional attention to detail and thrives in a fast-paced, entrepreneurial environment. This individual is highly collaborative, proactive, and passionate about continuously improving the online shopper experience while supporting Frida’s ambitious growth objectives.  

Responsibilities to include

• Manage and continuously optimize Frida’s digital shelf across Amazon, Walmart, Target, and other key retailer.com partners.
• Own end-to-end product setup, catalog maintenance, and content updates, ensuring accuracy, completeness, and timely execution.
• Develop and optimize Product Detail Pages (PDPs), including titles, copy, imagery, videos, A+ Content, Brand Stores, and other enhanced content to improve discoverability and conversion.
• Execute keyword optimization strategies and monitor search performance to improve organic visibility across retailer platforms.
• Manage product content syndication through PIM and retailer content management platforms, ensuring timely and accurate product launches, assortment updates, and packaging changes.
• Conduct routine digital shelf audits and monitor content health, identifying opportunities to improve content quality, shopper experience, and retailer compliance.
• Manage ratings and reviews programs, analyze customer feedback, and partner with cross-functional teams to enhance product content and consumer confidence.
• Track and report on key digital shelf performance metrics, providing actionable recommendations to improve discoverability, engagement, and conversion.
• Partner closely with Brand, Creative, Product Marketing, Retail Media, and Sales to ensure product content supports launches, campaigns, and retailer initiatives.
• Stay current on retailer capabilities, digital commerce trends, and emerging best practices, driving continuous improvements across Frida’s digital shelf.
• Support additional digital commerce initiatives and cross-functional projects as the business continues to evolve.

What You Will Need

• Bachelor’s degree in Business, Marketing, eCommerce, or a related field preferred.
• 3–5+ years of experience in eCommerce, Digital Shelf, Marketplace Management, or a related digital commerce role, preferably within a consumer products company.
• Hands-on experience with Amazon Vendor Central and/or Seller Central; experience with Walmart, Target, or other major retailer platforms preferred.
• Strong understanding of digital shelf best practices, PDP optimization, keyword optimization, content syndication, and online merchandising.
• Experience with digital shelf technologies such as Syndigo, Salsify, 1WorldSync, Bazaarvoice, or similar platforms preferred.
• Strong analytical skills with proficiency in Microsoft Excel; experience with Power BI or other reporting tools is a plus.
• Excellent project management, organizational, and cross-functional collaboration skills.
• Ability to work in a fast-paced environment in which requirements & priorities constantly change.
• Excellent written and verbal communication.
• A self-starter with an ability to complete tasks both independently and collaboratively as part of a team. 

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 options including Accident Insurance, Short-Term Disability and Long-Term Disability, Cancer Coverage, and more
• FSA & HSA
• 401k matching up to 4% with immediate vesting
• Generous paid time off program including elective PTO days, federal holidays, sick/wellness days, floating holidays, and a birthday day off!
• Pregnancy and parental leave
• Weekly wellness programming in-office
• 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 frida.hr@frida.com or cyber@frida.com. Your safety and privacy is our priority.