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