Frida Tech Stack

Consumer baby and postpartum care brand scaling retail distribution and direct-to-consumer channels

Retail Miami, Florida 51–200 employees Founded 2014 Privately Held

Frida is a 10-year-old consumer brand with market-leading share in its category, now focused on scaling advertising performance and data infrastructure. The tech stack is retail/CPG-standard (NetSuite, SPS Commerce, Nielsen IQ, Circana, Power BI), but pain points reveal active work on data reliability, inventory optimization, and unlocking Amazon channel performance. Marketing-heavy hiring (14 roles) paired with sparse engineering (3) signals a brand in growth mode—scaling go-to-market and category management rather than building proprietary tech.

Tech Stack 15 technologies

Core StackAWS Power BI NetSuite Adobe Creative Cloud Adobe Illustrator Amazon Advertising SPS Commerce Azure Data Lake TikTok Instagram YouTube Excel Nielsen IQ Circana Blue Yonder

What Frida Is Building

◆Challenges

Quality compliance
Data reliability
Scaling advertising business
Data integration errors
Inventory shortages
Establishing quality standards for new product pipeline
Cost-saving opportunities
Tight deadlines and high expectations
Unlocking performance in amazon channel
Growth opportunities on amazon

▲Active Projects

Incrementality and lift testing
Renovation packaging
New product development packaging
Demand generation action planning
Performance analytics capability
Competitive intelligence reporting
Retail partner collaboration
Category performance trend analysis
New channel exploration
Annual international marketing planning process

Hiring Activity

Steady30 roles · 15 in 30d

Department

Marketing

Engineering

Ops

Data

Design

Product

Sales

Executive

Seniority

Senior

Director

Mid

Manager

Notable leadership hires: Brand Director

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About Frida

Frida develops and distributes over 100 parenting and postpartum care products sold across 40,000+ US retail locations (mass-market, grocery, chain drug, specialty) and 50+ countries. The company holds over 70% market share in its primary category. Product lines include the original NoseFrida nasal aspirator and the Frida Mom line, launched in 2019 for postpartum recovery. Operations span demand planning, retail partnerships, product innovation, and direct channels. The organization is privately held, based in Miami, and manages supply chain, quality compliance, and performance analytics across multiple retail and e-commerce channels.

HeadquartersMiami, Florida

Company Size51–200 employees

Founded2014

Hiring MarketsUnited States, Sweden

Frequently Asked Questions

What is Frida's market position in baby care?

Frida holds over 70% market share in its primary category and distributes to 40,000+ retail locations across the US and 50+ countries globally.

What retail platforms is Frida prioritizing?

Amazon channel performance is a top strategic priority, alongside expanding into new channels and deepening partnerships with existing mass-market, grocery, and specialty retailers.