Rob Hanson

Can you tell us about a pivotal moment in your career that led you to where you are today?

I vividly remember being “handed the keys” to the social accounts during my first year at DraftKings in 2014. At the time, the company embodied the tech startup culture, and as a marketer, I was expected to wear many hats—one of which was managing social media. While I had some prior experience, this was an opportunity to dive in headfirst. Initially, my focus was on content creation, community management, and strategy, but over time, I started viewing social media as a resource for ideas, feedback, and a deeper understanding of our customers. This was my first exposure to social listening—before it evolved into what it is today. That experience was pivotal in shaping my career and leading me to where I am now.

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What makes a good leader in social intelligence?

One of my favorite aspects of social intelligence is the absence of a rigid standard for what it means to be a leader in the field. From my experience, professionals in social intelligence come from diverse backgrounds and possess varied expertise. Good leaders strike a balance between being data-obsessed and creative. It’s a fine line to navigate, but it’s also one of the most fascinating aspects of the discipline.

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What three skills do you have that helps you to excel in your role?

I pride myself on my organizational skills, critical thinking, and communication abilities—all of which are crucial in my daily work. Social intelligence is fast-paced, the technology is complex, and the sheer volume of data can be overwhelming. A structured, thoughtful, and process-oriented approach is essential. Critical thinking helps me navigate noise, handle subjectivity, and continually ask the right questions. Strong communication skills are evident in my storytelling and presentation of work, as well as in my collaborations with stakeholders.

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What do you think will be different about social intelligence in 2035?

I wish I had a crystal ball! My best guess is that social intelligence will become more mainstream, accessible, and integrated than it is today. Many teams and functions that could benefit from social data simply don’t realize its potential yet. By 2035, I expect more marketers to embrace social intelligence, with insights departments dedicating additional resources and headcount to it. As for the social landscape, while it’s impossible to predict the next TikTok, I foresee video intelligence playing an increasingly important role in the near and long term.

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Will we still have jobs? Is AI all hype or actually helpful?

I certainly hope so! AI is incredibly helpful and has made a meaningful impact by identifying broader conversation themes, analyzing comment sections or threads, and quickly distilling large quantities of data. Striking the right balance between artificial and human intelligence is essential, but I’m impressed with the progress so far. One tool we use has transformed time-intensive tasks into more efficient processes. For small teams like mine, constrained by bandwidth, generative AI has been and will continue to be a game-changer in social intelligence.

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What should people know before getting into social intelligence?

There’s no perfect formula or playbook for social intelligence—at least not yet. This flexibility is one of the most rewarding aspects for me, as I’m constantly testing new methodologies, experimenting with technology, and figuring out what works best. However, for some, the lack of clear guidelines can be challenging. Social intelligence requires a “choose your own adventure” mindset. Additionally, there’s still a significant knowledge gap about what social intelligence is, how it works, and its potential benefits. The ongoing need to educate and inform others is an uphill battle but a necessary part of the role.

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What’s been your biggest career highlight?

My entire tenure at Keurig Dr Pepper has been a journey and a highlight in itself. I joined as a one-person team with minimal direction but plenty of autonomy. Over the past four years, I’ve built and scaled a fully functioning social intelligence program, and I’m incredibly proud of the results. It’s been a process of learning, optimizing, advocating, and creating countless decks, but the transformation from where the function started to where it is now is my proudest accomplishment to date.

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What’s next for you?

I feel like I’ve found one of my callings in my current role, but there’s still much more to achieve and learn. My focus will be on scaling and expanding the reach of my work across the organization. I’d love to grow my team, adding resources and bandwidth to further demonstrate the value of social intelligence. Additionally, I want to use my expertise to support others—whether within social intelligence or in adjacent areas. I enjoy networking with like-minded individuals who share a challenger mindset. Regardless of what’s ahead, I’m excited!