Exclusive: DoorDash names Christine Schirmer to new global comms role
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Christine Schirmer. Photo: Evan Blaser
Christine Schirmer has joined DoorDash as its first-ever vice president of global external communications, overseeing DoorDash, Deliveroo and Wolt.
Why it matters: As DoorDash expands its worldwide footprint, it needs a communications strategy that connects across different countries and brands.
Zoom out: Schirmer joins from Brunswick Group, where she advised companies on reputation, crisis and other high-stake issues.
- She previously led communications at Archewell, the organization founded by Prince Harry and Meghan, Duke and Duchess of Sussex.
- Schirmer was also previously Pinterest's global head of communications and oversaw executive, product and internal communications through the company's IPO.
What they're saying: "The fight for local commerce is a fight for local culture, and that's one I want to take on," Schirmer told Axios.
- "I don't want to be nostalgic for businesses in my neighborhood, I want to work on ways to make them stronger. Joining this team, at this moment in its global growth, felt like an exciting opportunity to do that."
Between the lines: Schirmer's appointment mirrors the internal shift going on at DoorDash.
- In last week's earnings report, DoorDash announced it's reorganizing parts of its international business around functions, rather than individual brands, and is moving toward a single global technology platform.
- For comms, the challenge becomes crafting a cohesive global narrative without stripping away the local flavor of over 40 local markets.
- "You have to find a balance between brand unity and local relevance, and getting that right takes time," Schirmer said.
What's next: DoorDash will host its third annual product showcase later this year to unveil updates and innovations, a spokesperson said.
