DoorDash is hiring an “executive communications professional” who’s maybe not your typical PR person.
Specifically, the delivery service is looking for someone who embodies a “fight promoter meets growth hacker meets clip merchant.”
In a May job posting, DoorDash said it’s trying to build the “next generation of local commerce,” which includes autonomous robots, agentic commerce, and in-store software.
“These efforts require a nimble ‘build in public’ mentality to reach and engage with technical talent, the terminally online, policymakers, market observers, and prospective partners,” the company said.
DoorDash is looking for an experienced candidate who can help its social media accounts participate in real time conversations on X.
“This is not a traditional executive communications role. It is not press-office PR. It is not brand social,” DoorDash said. “It’s a judgment-heavy, social-first role at the intersection of corporate strategy and internet culture focused on influence, credibility, and distribution.”
Compensation for the new position ranges from $136,000 and $200,000 in addition to a benefits package.
For many companies, social media is an invaluable marketing tool that connects them with customers and gives them opportunities to shape the public’s opinion about their products.
Brands are increasingly becoming bolder with their social presence, using snark and sarcasm to capitalize on online conversations, especially on X.
Wendy’s was one of the first to embrace this strategy when, in the late 2010s, its X account regularly roasted other users and got into lighthearted spats with other companies.
Duolingo took a similar approach, replying to users with cheeky responses, participating in viral trends, and leaning into what some industry professionals describe as “unhinged marketing.”
Recently, the internet had a lot of opinions about fast-food chain cheeseburgers, for example, after McDonald’s CEO Chris Kempczinski took a devastatingly small bite of the Big Arch burger during a taste test in February.
Although social media users mocked Kempczinski — and a wave of rival CEOs jumped at the chance to join the conversation — the taste test sent McDonald’s online engagement skyrocketing. The footage has gained 16.5 million views on Kempczinski’s Instagram, not counting views from accounts that reshared the video.
DoorDash now appears to want a piece of that action. In its job posting, it notes that “traditional comms or PR experience is not required.”
