Dutch Bros bolsters Board of Directors with Gen Z marketing specialist

Dutch Bros has recently partnered with local ‘micro-influencers’ to promote new store openings and menu launches | Photo credit: Dutch Bros

US drive-thru coffee chain Dutch Bros has appointed e.l.f. Beauty Chief Marketing Officer Kory Marchisotto to its Board of Directors, where she will serve as an independent director.  
 

In a press release, Dutch Bros said Marchisotto brings extensive expertise in connecting with Gen Z customers and Gen Alpha – consumers born after 2010 – describing her as ‘a bold disruptor with a kind heart’. 
 

Marchisotto has served as Chief Marketing Officer of California-based e.l.f. Beauty since February 2019. She previously held senior marketing positions at premium beauty brands bareMinerals, Shiseido and Puig, as well as luxury fashion house Louis Vuitton. 

“Kory deeply understands the needs of our customers. Her dedication to connection, innovation, and purpose is core to who she is as a leader; her unique perspectives and strengths will bolster the Dutch Bros brand and our incredible Board of Directors,” CEO Christine Barone said. 

Dutch Bros ramped up marketing investment during the second half of 2024 and is seeking to boost brand awareness among younger consumers with initiatives such as mobile ordering and influencer-led marketing to promote new stores and beverages. 

“Dutch Bros’ commitment to creating an environment of belonging transcends the transaction to foster meaningful connections with every customer the broistas serve. I am committed to further enhancing this unique culture while extending the business to a wider audience as it scales,” Marchisotto said. 

Founded in 1992, Dutch Bros is one of the fastest-growing branded coffee chains in the US and reached 1,000 stores across the country in February 2025.  

Marchisotto is the third addition to Dutch Bros’ Board of Directors over the last nine months, following Red Robin Gourmet Burgers CEO G.J. Hart and former Wendy’s CEO Todd Penegor.