About the RoleDorsia is looking for a
Vice President of Communications to own how we show up in the world, across press, social, influencer, partnerships, and every relationship that extends our reach. Qualified individuals naturally think in narrative arcs, not press cycles, and deeply understand that for a brand like Dorsia, what we say and what we don't say matter equally.
This is a senior leadership position reporting directly to the CEO. You will guide strategy, lead a team of three across social, consumer communications, and product strategy, and manage our external PR agency. You will build as much as you lead, working with product, marketplace, and editorial teams to shape a consistent, compelling voice across every surface where Dorsia exists. Dorsia is AI-native, and this role sets the standard on how we use AI for speed and reserving taste for the things machines can't write.
What You'll Do:Public Relations & Earned Media- Establish a proactive press strategy that keeps Dorsia top-of-mind in the right publications at the right moments.
- Define and protect Dorsia's narrative across launch moments, funding announcements, executive visibility, and crisis situations.
- Build and manage relationships with key media across lifestyle, business, tech, and hospitality verticals, including the trade press credibility that positions Dorsia as a genuine collaborator in the hospitality and restaurant industries.
- Own all external and internal communications, from press releases and talking points to the playbook for each new market, including the narrative arc of Dorsia's arrival in a new city.
- Deploy AI agents to automate press tracking, competitive monitoring, and social listening, surfacing signals in the near real time.
Social Strategy & Influencer Talent- Own social strategy across all Dorsia channels, setting voice, cadence, and content priorities.
- Partner with editorial and creative to produce content that earns engagement rather than buying it, using AI to accelerate production and human judgment to elevate it.
- Build a curated influencer program that reflects the taste, values, and aesthetic of the brand, with a clear criteria for partnership fit rather than volume.
- Structure relationships that go beyond one-off activations, from gifting and ambassador programs to co-created content and event presence.
- Build a measurable framework connecting social performance to brand health and member acquisition.
Brand Partnerships - Identify and close partnership opportunities that extend Dorsia's reach while protecting the integrity of the brand.
- Work cross-functionally with Business Development and Marketplace to ensure partnerships are operationally viable and commercially sound.
- Structure co-marketing activations, editorial integrations, and experiential moments with best-in-class brands.
- Own the partner relationship from pitch to execution to wrap.
Consumer Communications- Define the consumer communications strategy across the full member lifecycle, from acquisition and onboarding through retention and re-engagement.
- Establish voice standards and messaging hierarchy so every member touchpoint, regardless of channel or team, sounds like Dorsia.
- Deploy AI-powered personalization across member communications, adapting dynamically to behavior and preference.
- Partner with Product and Data to surface member sentiment and behavioral signals that inform how the brand evolves its positioning.
- Build the member advocacy flywheel, turning great experiences into stories members tell without it ever feeling manufactured.
Team & Functional Leadership- Lead and develop a small team across social, consumer communications, and product strategy.
- Manage Dorsia's external PR agency, owning scope, output quality, and the decision of what stays in-house.
- Identify high-friction work across the function and replace it with AI agent-assisted workflows, reducing agency dependency for production work over time.
- Set the standard that AI fluency is table stakes on this team, not a differentiator.
The Winning Recipe- Bachelor's degree in Communications, Public Relations, Marketing, Journalism, Business, or a related field; MBA is a plus.
- 8+ years of experience in Communications or Public Relations, with at least 2 years in a senior leadership role.
- Proven experience building and scaling the function inside a high-growth consumer brand, ideally in luxury, hospitality, or culture-adjacent industries.
- Deep Tier-1 press relationships across lifestyle, business, and hospitality verticals, with a track record of proactive placements.
- Experience developing communications plans for high-stakes moments, including funding announcements, launches, partnerships, and executive hires.
- Credibility with industry trade press and the ability to position a brand as a genuine collaborator, not just a vendor.
- History of building influencer programs with defined criteria and earned impressions that outperform paid benchmarks.
- Demonstrated AI fluency, building and deploying agents for monitoring, production, and workflow automation.
- Taste, restraint, and judgment that emulate Dorsia's discerning and luxury brand messaging.
Compensation:
New York Pay Range
$180,000-$210,000 USD
