Meet the FridaFam

Just like raising a baby, there's a whole village helping Frida grow.
Meet the hardworking team behind each cult-favorite fussbuster and every innovative parenting solution.

Chelsea Hirschhorn

"I'm just a girl, stuck under a sleeping baby, with a full bladder and dying phone."

Alyssa Fernandez-Isla
VP, Finance

"Every mother is a Wonder Woman."

Blake Watermeier
VP, Operations

"I can't decide if I need a hug, a large coffee, six shots of vodka or two weeks of sleep."

Nicole Greene
VP, Innovation + Strategy

"MOTHERHOOD: when you use a baby wipe to clean pretty much everything in your house."

Nikita K Wallin
Chief of Staff

"What I love most about children is they are never mine"

Eric Hirschhorn
Chief Marketing Officer

"My goal for 2019 is to accomplish the goals of 2018 which I should have done in 2017 because I made a promise in 2016 and planned in 2015."

Bobby Shaw
Director of Finance

"All parents want is for our kids to go to bed so we can eat the hidden snacks"

Dan Connors
Director, Marketing

"It's all shits and giggles until somebody shits and giggles."

Eddie Garcell
Director, Market Intelligence

"So, it turns out being a parent is mostly just googling how to do stuff."

Emily Keen
Director of Supply Chain

"No one warned me how much of parenting would be telling my kids to put on pants."

Francisco Urteaga
Director of Sales - International

"Being a parent is like folding a fitted one really knows how. "

Gina Stearns
Sr. Director, Business Strategy

"If evolution really works, how come mothers only have two hands?"

Greg Hack
Project Manager, Product Development

"Making a toddler laugh is all fun and games until they tell you do it over and over and over again."

Ivana Torres
Manager, Office

"When I tell my kid that I'll do something in a minute, what I'm really hoping is that they forget."

Jessica Hurwitch
Financial Controller

" People who say they sleep like a baby usually don't have one. "

Kelly Meyers
Sr. Director, Brand Strategy + Consumer Insights

"Attending baby showers remind me that I need to take my birth control pill."

Leigh Valdimer
Director of IT

"I am childless because I don't want to adjust my happy hour schedule."

Lucas Levine
VP, Sales

"Never make eye contact with a child on the verge of sleep. They will sense your excitement and abort the mission."

Maria Level
Director, Product Development

"Dear nieces and nephews, sorry I yelled, but in my defense you were acting like a bunch of psychos."

Nathaniel Hidalgo
Senior Manager, Operations

"I work out. Just kidding, I chase toddlers."

Sara Michelena
Manager of Innovation Strategy

"I'm sorry that my dog is awesome and behaves better than your children"

Shana Tycer
Executive and Personal Assistant to the CEO

"Congratulations on your adorable new reason to be awake at 3 am."

Amanda Wolfington
Project Manager

"A baby-sitter is a teenager acting like an adult while the adults are out acting like teenagers."

Andrea Veiga
Manager, Production

"A baby-sitter is a teenager acting like an adult while the adults are out acting like teenagers."

Brette Bennett
Director, Content

"There should be an energy drink named 6 am child."

Chris Acosta
Manager, Financial, Planning, & Analysis

"They say it takes a village to raise a child, but no one ever tells you where it is or how to get there."

Daron Orzech
Manager, Fullfillment

"Nobody is hungrier than a kid who's just been told it's bedtime."

Elizabeth Lestegas
Accounting Specialist

"I would walk across legos for you."

Emelie Isaksson
International Distribution Manager

”Being a mother means generously sharing your body for nine months with someone who five years later cannot imagine sharing a single one of their jelly babies with you.”

Gabriela Mejia
Order Processing + Accounts Receivable Specialist

"You know you're a mom when you wish there was a drive-thru for everything."

James Hernandez
Transportation Specialist

"A toddler can do more in one unsupervised minute than most people can do all day."

Krupa Hemraj
Senior Manager, Community + Customer Experience

"Raising kids is a walk in the park... Jurassic park."

Katherine Henriques Goldstrich
Sr. Director, Sales Planning

"Sleeping with a toddler is like sharing your bed with a drunk octopus looking for its car keys."

Madeleine Bell
Performance Analysis, Analyst

"I saw the side of the diaper box said "for 16-28 pounds"... I thought, 'wow, that's one impressive bowel movement.' "

Matt Saxton
Senior Industrial Designer

" I've reached that point in parenting where my brain goes from, "You probably shouldn't do that" to 'what the hell, let's see what happens' "

Margaux Rossouw
Senior Global Brand Manager

Not all who wander are lost. Some are just moms, in Target, hiding from their children.

Mihir Saxena
Manager, Market Intelligence

"Putting a 2-year-old to bed is like putting your drunk friend to bed. There's singing to themselves, requesting water, incoherent babble, crying, some weird yoga poses, hiccups... and then they pass out."

Nairi Gharibian
Senior Industrial Designer / Illustrator

"The quickest way to get a child's attention is to sit down and look comfortable."

Natalia Aristizabal
Brand Strategist

"Being childfree sucks. The only thing I ever get to do is whatever the hell I want."

Rosmery Hernandez
Order Processing & Accounts Receivable Specialist

"Nobody's hungrier than a child that's just been told that it's time for bed."

Taylor Santucci
Inventory and Demand Planning Analyst

"Every time I see a cute kid, I remind myself how awesome it is to sleep through the night."

Valerie Saravia
Order Processing + Accounts Receivable Specialist

"If evolution really works, how come mothers only have two hands?"

Catalina Bernardini
Marketing Coordinator

"When I get a headache, I take two aspirin and keep away from children, just like the bottle says."

Grace Gill
Junior Community Manager

"Babysit my little angel, she said. It will be fun, she said."

Hector Gonzalez
Multimedia Designer

"If parenthood came with a GPS, it would mostly say: recalculating."

Orestes Garcia
Manager, Graphic Design

"Is this what the rest of my life is going to be like?!"

Sam Sauceda
Industrial Designer

So I stepped away for two seconds . . .the beginning of every parenting horror story."

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Where the magic happens

Located in the heart of Wynwood Miami, FL, the FridaFam works tirelessly to help you navigate the challenges of your toughest job yet: raising a tiny human.

Live the Frida Brand


Helping parents tackle sticky situations takes a lot of energy! Luckily, our kitchen is stocked with healthy snacks and plenty of coffee so our team can stay energized all day long.

Mommy & Me-eting Rooms

Nobody puts baby in a corner! We celebrate "Bring Your Babe To Work Day" every day with kid-friendly meeting spaces.

Frida on-the-go

Whether running an errand or grabbing lunch in Wynwood, our team can swap their walk for wheels to get where they need to go, fast.