Frida · 1 month ago
Director International Brand Management, Integrated Marketing
Miami, FL
Full-time
Onsite
Director/Executive
10+ years expFrida is a company dedicated to supporting families through the challenges of parenting with innovative products. They are seeking a strategic marketing leader to drive integrated marketing plans across international markets, ensuring brand consistency and optimizing marketing budgets for maximum impact.
BabyFirst AidHealth CareManufacturingMedical Device
Responsibilities
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
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
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
Manage and optimize marketing budgets by country, ensuring efficient allocation of spend across channels and initiatives
Establish performance goals and reporting frameworks that connect marketing activity to business outcomes (brand health, traffic, conversion, revenue)
Partner with analytics and media teams to ensure disciplined measurement, learning, and cross-market scalability of high-performing programs
Act as a bridge between international markets and global brand, creative, and media teams to ensure alignment and mutual learning
Serve as a strategic advisor to distributor partners, elevating marketing excellence and execution quality across markets
Partner closely with Product, Finance, and Commercial teams to connect product lifecycle strategy with market readiness and marketing activation
Qualification
Required
10-12+ years of integrated marketing experience across brand, media, and digital channels
Proven experience managing country-level marketing budgets and optimizing spend for ROI
Strong background in product strategy and commercialization, ideally with international exposure
Experience leading full-funnel campaigns across multiple markets or regions
Strong understanding of global marketing operations and cross-cultural brand execution
Demonstrated ability to balance long-term brand building with near-term growth objectives
Exceptional communication, influence, and collaboration skills in matrixed environments
Preferred
Experience in consumer brands or digitally-led, high-growth companies
Benefits
Robust health benefits including: Comprehensive medical, vision, and dental plans
Employer paid life insurance
Supplemental insurance options including Accident Insurance, Short-Term Disability and Long-Term Disability
FSA & HSA
401k matching up to 4% with immediate vesting.
Generous paid time off program including elective PTO days, federal holidays, sick/wellness days, and a birthday floater.
Flexible paid pregnancy and parental leave.
Weekly wellness programming designed to maximize personal time and minimize time spent investing in personal care outside of work hours. This includes a variety of programming such as in-office manicures & pedicures, blowouts, massages, and carwash services.
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.
Company
Frida
Frida manufactures and sells baby care products, grooming kits, mom products, first-aid, postpartum recovery and delivery kits.
51-200 employees
Funding
Current Stage
Growth StageTotal Funding
unknown2020-12-01Acquired
2016-01-01Private Equity
Leadership Team
Eddie Echeverri
Senior Director of Sourcing - Durables
Recent News
2025-08-08
2025-05-17
2025-04-26
Company data provided by crunchbase