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Senior Manager, Digital Shelf Strategy 

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: 

The Senior Manager, Digital Shelf Strategy owns the content experience and digital shelf presence across all key retail platforms. This is both a creative and analytical role — responsible for building best-in-class PDPs, brand stores, and rich media, while using performance data and testing to continuously improve conversion. The role is primarily focused on Amazon USA (~80%) with additional support across Amazon International, Walmart, Target, drug channels, Babylist, and TikTok Shop.

Responsibilities to include

• Own PDP content strategy and standards across all retail platforms — titles, bullets, descriptions, imagery, and A+ modules
• Lead A+ Content, Brand Store architecture, platform animations, and video content strategy on Amazon
• Extend enhanced content and brand presence to applicable retailer platforms (Walmart, Target, TikTok Shop, etc.)
• Manage content syndication tools (e.g., Salsify, Syndigo) to distribute and update content efficiently at scale
• Own keyword strategy and search term optimization across all retailer platforms to maximize organic discoverability
• Monitor search rank performance and iterate on content to capture and defend share in priority search terms
• Build and maintain a content performance reporting framework linking content quality, traffic, and conversion
• Design and execute A/B content tests (titles, hero images, A+ layouts) using Amazon Manage Your Experiments and equivalent retailer tools
• Present testing results and content performance insights to the Director of Amazon and VP of eCommerce regularly
• Amazon USA (~80%): Primary focus — PDPs, Brand Store, A+, SEO, content testing, new product setup
• Amazon International: Adapt content for local search behavior, language, and compliance requirements
• Walmart & Target: Manage PDP content, rich media, and platform-specific enhanced content requirements
• Drug Channels, Babylist, TikTok Shop: Ensure content quality, completeness, and platform-specific creative formats across emerging and specialty retailers
• Partner with brand and creative teams to brief and approve all eCommerce-specific imagery, video, and copy assets
• Ensure new product launch content is ready and live ahead of defined launch windows
• Use ratings, reviews, and competitive benchmarking to identify content gaps and inform future creative briefs

What You Will Need  

• 6+ years in eCommerce content, digital shelf, or a related role
• Deep expertise in Amazon content tools: A+, Brand Stores, Manage Your Experiments, Brand Analytics
• Experience managing content across multiple retail platforms
• Proven ability to use data and A/B testing to improve content performance and conversion
• Experience with content syndication or PIM/DAM tools (Salsify, Syndigo, or equivalent)
• Experience with TikTok Shop or social commerce content formats
• Familiarity with Amazon international marketplace requirements
• CPG or consumer goods background with multi-channel retail exposure
• Working knowledge of SEO tools (Helium 10, Jungle Scout, or similar)

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.