DAIRY QUEEN

COMMUNITY LED QSR SOCIAL STRATEGY

I directed the organic social strategy and content ecosystem for Dairy Queen, leading the brand's digital presence across high-volume channels with an audience exceeding 13 million followers.

Rooted in community insights and real-time social listening, I developed data-backed performance frameworks that transformed everyday fan interactions into cultural moments and brand equity.

This included owning the multi-channel strategy for mega moments like Free Cone Day, which generated 44 million impressions (a 282% year-over-year increase), 1.2 million engagements, and captured over 143K new followers across platforms.

Navigating the fast-moving QSR landscape, I blended daily channel management with cross-functional integration alongside partners, to ensure organic strategy seamlessly amplified broadcast campaigns and seasonal marketing windows.

A core focus of this role was leading the social launch playbooks for major seasonal menu rollouts, including high-profile Blizzard campaigns. By focusing on product-forward creative and digital-first assets optimized for fast-shifting platform algorithms, these initiatives established immediate awareness and translated online engagement into retail footprint traffic.