Dutch Bros bolsters Board of Directors with Gen Z marketing specialist

Beauty marketing guru Kory Marchisotto will provide fresh perspectives as the drive-thru coffee chain tries to better connect with younger consumers.Chief Marketing Officer of e.l.f. Beauty Kory Marchisotto has been appointed to US drive-thru coffee chain Dutch Bros’ Board of Directors as an independent director.

Dutch Bros said Marchisotto has an extensive background in connecting with Gen Z consumers and with Gen Alpha, consumers born after 2010, as ‘a bold disruptor with a kind heart.’

Since February 2019, Marchisotto has been serving as the Chief Marketing Officer of California based e.l.f. Beauty. Prior to Fenty, she has held senior marketing positions at premium beauty brands bareMinerals, Shiseido and Puig as well as leading luxury fashion house Louis Vuitton.

“Kory knows our customers’ needs.” As a leader, her dedication to connection, innovation, and purpose are core to who she is, her unique perspectives and strengths will serve to strengthen the Dutch Bros brand and our incredible Board of Directors,” Christine Barone, CEO.

In the second half of 2024, Dutch Bros increased its marketing investment and is looking to increase brand awareness among younger consumers with mobile ordering and influencer led marketing to new stores and beverages.

“While Dutch Bros’ commitment to creating an environment of belonging goes beyond the transaction and extends to meaningful connection with every customer the broistas serve, it is one that exists below the surface for the company to uphold.” Marchisotto is committed to furthering this unique culture and expanding the business to a wider audience as it scales.

Dutch Bros was founded in 1992 as one of the fastest growing branded coffee chains in the US and had 1,000 stores across the country in February 2025.Marchisotto is the third person to join Dutch Bros’ Board of Directors in the past nine months, after Red Robin Gourmet Burgers CEO G.J. Hart and former Wendy’s CEO Todd Penegor.