Program Manager, Cultural Events and Experiences

It's fun to work in a company where people truly believe in what they are doing. At Dutch Bros Coffee, we are more than just a coffee company. We are a fun-loving, mind-blowing company that makes a difference one cup at a time.

Position Overview

This role sits at the intersection of events, brand partnerships, field activations, apparel, and culture, owning the programs, systems, and cross-functional execution that turn big ideas into exceptional experiences.

You’ll be the person who can take a complex, multi-team initiative and turn it into a clear plan: aligning stakeholders, building timelines, managing budgets, identifying risks, coordinating creative and production partners, and making sure nothing falls through the cracks.

From A Better World (ABW) and field leadership experiences to brand partnerships, field activations, internal apparel programs, and cultural programming, you’ll help build scalable programs that strengthen how Dutch Bros shows up for our employees, our customers, and our partners.

This role is ideal for someone who thrives in a fast-moving environment, able to navigate ambiguity, communicate the team vision to SLT, loves bringing people and teams together, and is equally comfortable building a workback schedule, managing a vendor, reviewing a creative brief, analyzing a budget, or jumping onsite to make an experience happen.

Key Result Areas

A Better World (ABW) Program Management

Serve as the program management partner to the Employee Experience lead who owns ABW, providing the structure, planning discipline, and cross-functional coordination that keeps one of Dutch Bros’ largest leadership experiences moving forward.

Build and maintain the master workback schedule, critical path, and dependency map across creative, content, production, venue, AV, talent, travel, merchandise, and partner workstreams.

Run the operating cadence for ABW, including planning meetings, status reviews, decision logs, action tracking, and risk registers.

Create clarity and accountability across workstream owners by establishing milestones, owners, deadlines, and clear definitions of done.

Surface risks, dependencies, and bottlenecks early and bring forward recommended solutions so decisions can be made quickly.

Coordinate Creative Studio and partner-team contributions, ensuring briefs, timelines, review checkpoints, and deliverables are aligned.

Partner with vendors and external agencies to coordinate scopes, timelines, deliverables, and onsite execution.

Track ABW spend against forecast in partnership with the event owner, maintaining visibility into commitments, invoices, and overall budget health.

Support executive and leadership preparation through concise status reporting, briefing materials, decision points, and meeting preparation.

Lead post-event analysis, incorporating attendee feedback, cost performance, operational learnings, and stakeholder input into future planning.

Codify ABW planning into a repeatable program management playbook that can scale to regional, leadership, and new-market culture experiences.

Brand Partnerships & Field Activation Programs

Own program management and execution infrastructure for strategic brand partnerships, field activations, and consumer-facing experiences.

Partner with Brand, Field Marketing, Creative, Operations, and external partners to translate partnership objectives into executable programs.

Build activation plans that define scope, deliverables, timelines, owners, budgets, partner commitments, and success measures.

Manage partner workbacks and ensure Dutch Bros deliverables are completed on time and to brand standards.

Coordinate onsite activation logistics including staffing, product, apparel, signage, experiential elements, shipping, vendors, and field execution.

Serve as a central point of contact between internal teams and external brand partners, creating clear communication and accountability.

Develop repeatable activation frameworks and tiering models that allow the team to deliver more high-quality experiences with less bespoke work.

Track partnership commitments, activation deliverables, and key milestones to ensure both internal and external stakeholders deliver against expectations.

Conduct post-activation recaps to evaluate execution, engagement, partner experience, operational efficiency, and opportunities for improvement.

Help identify opportunities to evolve the brand partnership experience through new activation concepts, scalable tools, and stronger operational practices.

Internal Apparel & Merchandise Programs

Lead the program management of employee-facing apparel and merchandise experiences, helping evolve apparel from a transactional benefit into an engaging employee and brand experience.

Manage the planning calendar for internal apparel programs, including seasonal drops, employee merchandise programs, special events, and cultural moments.

Partner with Creative, Brand, Merchandising, vendors, and Employee Experience to bring apparel concepts from idea through sourcing, production, launch, and fulfillment.

Build timelines and critical paths across design, approvals, sourcing, production, inventory, fulfillment, communications, and launch.

Coordinate employee apparel experiences that prioritize choice, quality, accessibility, ease, and brand connection.

Manage vendor relationships and ensure deliverables, quality standards, pricing, and timelines are aligned.

Track apparel program budgets, forecasts, commitments, and actual spend.

Develop scalable processes for employee merchandise distribution, shopping experiences, pop-ups, ecommerce, and event-based apparel.

Use employee feedback, participation data, and program performance to continuously improve the apparel experience.

Partner with Brand and Creative to ensure internal apparel programs reinforce Dutch Bros’ brand identity and serve as an authentic employee influence and advocacy channel.

Build repeatable playbooks and operating standards that make apparel programs easier to execute across the organization.

Cultural Programming & Employee Experiences

Help design and operationalize cultural programming that brings Dutch Bros’ values, leadership philosophy, and employee experience to life.

Partner with Employee Experience leadership to translate cultural priorities into meaningful programs, experiences, and activations.

Build and manage program plans for cultural moments, leadership experiences, employee activations, recognition programs, and other high-impact internal experiences.

Coordinate cross-functional teams across Creative, Internal Brand, Operations, People, Communications, and Field teams.

Create repeatable programming frameworks that can scale across HQ, field, and new markets.

Ensure experiences are thoughtfully planned from concept through execution, including communications, logistics, staffing, content, production, and onsite experience.

Incorporate employee feedback and engagement data into program design and continuous improvement.

Identify opportunities to make cultural programming more experiential, relevant, and connected to the everyday employee experience.

Help create consistent tools, resources, and playbooks that enable leaders and teams to activate culture in their own environments.

Cross-Department Program Management

Serve as the central program management function across Employee Experience and Field Marketing, creating a single view of active programs, owners, timelines, capacity, and risks.

Build and manage a unified intake and prioritization process so incoming requests are appropriately scoped, sequenced, and staffed against team capacity.

Establish a tiering structure for events and activations that enables more turnkey execution while reserving custom solutions for the highest-impact opportunities.

Apply the appropriate level of project management rig