• by Steve Smith , Staff Writer @popeyesm, December 8, 2023

“What a fun industry this is,” said Sheena Dougher, Jack in the Box’s VP, Marketing Communications as she kicked off a presentation showing exactly that during MediaPost’s Brand Insider Summit: QSR last month. Staying culturally relevant, trendy, edgy and fresh is what a good social influencer program like hers is all about. But behind some of the madcap, creator-driven content is a well-structured social listening and strategy team that maps memes and campaigns against the right roster of authentic voices. Hip is no accident. It takes a plan.