Vice President, International

Who We Are

Frida is more than a brand built to support parents. We get parents. We know all about the often unbelievable realities of parenthood, because we’ve been in the trenches. Over the last 9 years, we’ve dedicated ourselves to developing the tools (and sometimes the tips, too) that help simplify parenting - and it all started with snot. Since the launch of our cult-favorite NoseFrida, The SnotSucker, we’ve innovated and launched over 100 products that provide quick and easy solutions to age-old parenting problems. We also launched Frida Mom in 2019, with products to help women with the transition through the fourth trimester into motherhood. Today, Frida holds over a 70% share of its main category, and our products can be found in over 50+ countries and in over 40,000 stores throughout the US - in every retail channel from mass-market, grocery, chain drug, and specialty stores. For 9 years, we’ve had parents’ backs as they navigate the parts of parenthood you don’t usually see on the ’gram with honest and raw messaging to provide the answers to questions they didn’t even know they had. And, we’re just getting started.

How You Will Make an Impact

The VP of International will play a vital role in building the Frida brand across the world and expanding into multiple international markets. The VP of International will help shape the overall strategy for Frida’s global business while driving innovation and high performance results. The selected candidate will be a dynamic leader who can collaborate with cross-functional departments & teams to get products from inception to market. The VP of International will serve as the P&L owner for the International business and will be accountable for building a sustainable business and brand globally.

Responsibilities to include:

• Serve as the owner of the P&L for the Frida international business to achieve annual sales & margin goals
• Develop a 3-year growth strategy for Frida’s international business and build the internal and external partner capabilities to bring that plan to life
• Drive breakthrough product and packaging innovation within Frida’s assortment to optimize for global expansion
• Build strong cross-functional relationships with internal stakeholders to facilitate the growth and success of the business abroad 
• Manage the performance of the international markets either directly through a data-driven approach and / or reviewing and analyzing distributor performance on a quarterly basis through distributor business reviews
• Maintain deep knowledge and convey overall macroeconomic, business, and financial conditions and their impact on the Company’s operations
• Partner with the marketing team to translate the brand strategy into measurable actions around brand awareness, retailer platforms, and digital campaigns 
• Work alongside the sales team to define and execute distribution strategies 
• Formulate a strategy to continue to grow the brand presence within current retail partners and drive sales teams to develop relationships with new key customer targets
• Analyze and report on performance of the global business to gain insights into the Frida consumer, SKU velocities, and the competitive landscape and using these inputs to refine innovation road maps
• Assist in devising the multi-year innovation road map in conjunction with Strategy, R&D, Project Management, Engineering & Design, and other cross-functional partners
• Explore, vet and build distributor relationships in key international markets or as needed, proposing a direct-to-market approach
• Partner with Operations to understand GTM compliance for global manufacturers and distributors
• Manage plan for continual international relationship building including – including trade shows, distributor meetings, key retailer line reviews, etc.

What You Will Need

• Bachelor’s Degree in Marketing, Business, or related field
• 10+ years of experience in international brand/marketing management or global sales within the consumer-packaged goods industry
• Demonstrated experience with P&L ownership and operating to meet financial targets for complex businesses
• Experience managing P&L responsibilities with a clear understanding of core functional capabilities including marketing, sales, finance and operations
• Collaborative leader that naturally engages teams behind a bold ambition
• Self-motivated and goal-oriented with a passion for leadership
• Cross-functional experience, with the ability to take a brand strategy and bring it to life across multiple touchpoints
• Proven track record of bringing products to market within the CPG industry
• Ability to develop relationships and partnerships to drive