Kai Strehler Returns as Deutsche Bahn's Head of Social Media
Updated: 6 days ago
TL;DR: Kai Strehler is rejoining Deutsche Bahn to lead its social media — a role he held before leaving around five years ago — returning to one of Germany's most-watched and sharpest corporate accounts.
A high-profile social-media leadership move: Kai Strehler (40) is rejoining Deutsche Bahn to lead its social media, a role he previously held before leaving around five years ago. DB's social operation is one of Germany's most-watched corporate accounts.
The return
Strehler previously led DB social for nearly five years, during which the account built a reputation for sharp, high-reach, often self-deprecating content. His return is a notable people move at a brand known for turning a famously grumbled-about service into likeable social content.
Deutsche Bahn's willingness to be honest and funny about its own shortcomings is much of why its account cuts through.
Marketing Minute's read
DB's social success is a case study in corporate bravery. A state-owned rail operator that lets its social team acknowledge delays with humour builds more goodwill than one that only posts polished good news — because audiences reward honesty over corporate gloss.
Strehler's return also underlines how much social voice is tied to specific people. The distinctive tone that makes an account work is often carried by a handful of individuals, which is why losing or regaining them matters more than an org chart suggests.
What brands should take from it
If you want a social account that cuts through, give your team the licence to be human — including about your weaknesses — and protect the people who carry the voice. Distinctive corporate social is rarely a process; it's usually a person with permission.
Quick FAQ
Who is returning to lead Deutsche Bahn's social media?
Kai Strehler, who previously led DB social for nearly five years before leaving around five years ago, is rejoining to head the social operation again.
Why is Deutsche Bahn's social account admired?
Because it is willing to be honest and funny about the brand's own shortcomings — corporate bravery that builds more goodwill than polished good-news posting.
DB's social works because it's brave: a rail operator that jokes about its own delays earns more goodwill than one posting only polished good news. And the voice lives in specific people — which is why a return like this matters more than an org chart suggests. Distinctive corporate social is usually a person with permission. — Daniel Nikolla, Founder of Merx Marketing
Distinctive corporate social comes from giving people licence to be human — including about weaknesses — and protecting those who carry the voice.
Does your social team have the licence to be honest about your brand's flaws, or only to post good news?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Horizont, turi2, new business.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
