Director, Insights

Who We Are

Parenting isnt picture-perfect. Its messy hilarious exhausting and life-changing sometimes all before noon. Thats 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 dont 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 Hirschhorns 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 TIMEs 100 Most Influential Companies TIME Best Inventions Fast Company Most Innovative Companies and Fast Company Brands That Matter. But the real win Knowing were 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 Fridas 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 Fridas Insights function defining the vision research capabilities processes and tools needed to support a growing organization.
• Develop and execute the companys 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 Fridas 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 Fridas 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 capabilities that improve the speed quality and impact of consumer learning.
• Stay current on evolving research methodologies analytics capabilities and consumer trends to continuously strengthen Fridas insights function.

What You Will Need

• Bachelors degree in Marketing Business Consumer Psychology Market Research or a related field; MBA preferred.
• 10 years of progressive experience in Consumer Insights Brand Insights Market Research or Strategy within a CPG organization.
• Demonstrated experience building or significantly evolving an insights capability function or research program.
• Deep expertise in qualitative and quantitative consumer research methodologies and translating findings into actionable business recommendations.
• Strong experience supporting innovation through concept testing product testing claims testing and commercialization learning plans.
• Experience leading brand health tracking programs including measurement of brand awareness consideration conversion brand equity and other key brand performance metrics.
• Hands-on experience with syndicated data platforms including Nielsen and/or Circana; familiarity with consumer panel data and retail analytics required.
• Experience evaluating marketing and media effectiveness using Marketing Mix Modeling (MMM) attribution incrementality testing or similar advanced measurement methodologies.
• Strong knowledge of modern online research methodologies and AI-powered insights platforms with experience leveraging emerging technologies to enhance consumer learning research efficiency and business decision making.
• Experience identifying and implementing innovative research capabilities including digital behavioral AI-driven and agile research approaches to evolve organizational insights capabilities.
• Proven ability to synthesize multiple data sources into strategic recommendations that influence senior leadership and cross-functional partners.
• Exceptional analytical storytelling presentation and executive communication skills.
• Experience managing external research agencies and vendor relationships.
• Demonstrated ability to influence without direct authority and successfully lead through collaboration in a matrixed organization.
• Ability to work in a fast-paced environment in which requirements and priorities constantly change.
• Excellent written and verbal communication skills.
• Strong organizational and multitasking skills with high attention to detail.
• A self-starter with the ability to complete tasks both independently and collaboratively as part of a team.

Who You Will Work With

Frida is an organization that values collaboration and community. As the Director Insights you will work closely with Brand Management Innovation Product Development and Commercial teams.

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 Fridas Job Applicant Privacy Policy: 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 @ or @ email address or through our verified recruiting partners. If you receive any suspicious outreach claiming to represent Fridababy LLC please report it to or Your safety and privacy is our priority.

Required Experience:

Director