Director of Brand Engagement & Social

Dutch Bros Coffee•Phoenix, AZ

3d•Onsite

About The Position

The Director, Brand Engagement and Social leads Dutch Bros’ social media, brand engagement, and consumer public relations efforts, serving as the brand’s foremost expert on social content, emerging trends, and community. This role owns the strategy and performance of all Dutch Bros social channels, including social analytics, listening, and insights. The Director keeps the brand deeply connected to Gen Z and Gen Alpha culture, driving meaningful fan engagement and identifying emerging trends and opportunities that strengthen the brand’s relevance. Through proactive insights, analytics, and cultural intelligence, this leader translates social trends into bold, “social-first” ideas that influence and inspire the broader Marketing organization. This role also leads consumer public relations, identifying opportunities to leverage PR around trends and brand initiatives while also capitalizing on inbound / reactive consumer PR opportunities. Additionally, this role oversees the brand engagement and activations program, including in shop and e-commerce giveaways, the legendary Dutch Bros sticker program and customer-facing merch program, leading a team to build Dutch Bros’ cultural relevance and brand love in both new and existing markets.

Requirements

Bachelor’s Degree in Marketing, Communications, or a related field, required
10+ years of experience in social media, content strategy, or public relations, required
Proven expertise in social analytics, social listening tools, and translating trend and cultural insights (Gen Z / Gen Alpha) into content and brand initiatives
Experience leading consumer and media relations, ideally for more trend-driven brands / categories (QSR, Cosmetics, Apparel, Toys, etc).
Proven ability to lead and develop a team, and to work collaboratively across marketing, PR and brand partners

Responsibilities

Lead Dutch Bros’ social media channels, content and social analytics/listening to grow fan engagement, virality and Gen Z/Alpha relevance.
Own strategy, voice and content across all Dutch Bros social channels, keeping the brand fluent in and ahead of Gen Z and Gen Alpha trends and culture.
Lead social analytics and listening to surface real-time trend, sentiment and community insights that inform content, brand and business decisions.
Grow fan engagement, community and virality across social platforms, cultivating and scaling the culture Dutch Bros has already built online.
Identify trends and cultural moments with potential beyond social, and partner with the broader Marketing team to develop them into bigger, “social-first” campaigns and ideas.
Lead team of direct reports responsible for social content and community, ensuring their successful development and growth.
Monitor, analyze and communicate social performance, trend insights and implications to leadership on a regular basis.
Own social community management, owning proactive social engagement plans that continuously blow customers’ minds.
Elevate / escalate emerging issues on social, providing recommendations for resolution and/or partner involvement.
Lead consumer public relations for Dutch Bros, driving proactive trend-driven opportunities and amplifying Dutch Bros innovation and commercial programming.
Identify and execute opportunities to leverage PR around cultural moments, trends and brand initiatives to maximize earned media and brand exposure.
Own the team’s reactive, run-the-business consumer PR function, managing inbound media and consumer PR requests.
Oversee agency partner relationships (in conjunction with Corporate Communications) and budget across consumer PR and social.
Develop consumer PR plans in partnership with the broader marketing team, including drink campaigns, national givebacks and other key brand moments.
Serve as a trusted communications strategist for the brand, and liaise between DB leadership and consumer media where necessary.
Work with the team to identify, flag and resolve potential PR issues in partnership with the corporate communications team.
Lead the brand engagement / activations program, including merchandise giveaways, the sticker program and the customer-facing merch program.
Own strategy and evolution for Dutch Bros’ consumer merchandise giveaways, sticker program and apparel/merchandise drops.
Partner cross-functionally to ideate, develop and launch activations that drive fan engagement and brand affinity.
Ensure activations are trend-right, brand-right and timed to maximize cultural relevance.
Lead team of direct reports responsible for brand engagement and activations.