Starbucks names former Chipotle executive as global chief brand officer | Wilnesh News

Starbucks Clicked Chipotle Alumnus Tressie Lieberman becomes its global chief brand officer, a newly created role after Brian Niccol left Chipotle last month to take over as the coffee chain’s CEO and the latest executive changes.

In her first week at Starbucks, Nicole outlined plans to reverse the chain’s declining U.S. sales. Same-store sales fell.

One of the four top priorities Nicol describes in his plan is improving the company’s brand. According to his open letter, he wants to remind customers of the chain’s coffee expertise and its special coffee shop experience.

“Starbucks is a beloved brand. Now it’s time to tell our story again and reintroduce Starbucks to the world. Tressie is the perfect person to help us make that happen. She has a proven track record in building a strong brand and developing leads. We have a proven track record of turning heads and creating great products.

When Nicol took over Chipotle in 2018, he also established a similar global chief brand officer position.

Lieberman will start working at Starbucks on November 4 and report to Nicol.

Most recently, she served as Yahoo’s chief marketing officer. Prior to that, she served as Chipotle’s vice president of digital marketing and external deployment from 2018 to 2023. Yum Brands.

In addition to Lieberman’s hiring, Starbucks said Friday that Dawn Clark, the company’s executive creative director, and Angel Robinson-Gaylord, who oversees store development, will now report to Starbucks North America. President Sara Trilling reports.

The company is also integrating its global communications and corporate affairs departments into one team.

Earlier, Starbucks announced that Michael Conway, the company’s North American CEO, was retiring. Nicholl’s predecessor, Laxman Narasimhan, appointed Conway to the position last year. After his departure, the company eliminated that position and instead added Lieberman’s new position. Trillin also now reports directly to Nico.

In China, Molly Liu is now the sole CEO, having shared the role with Belinda Wong, the division’s longtime leader, since last year.

Starbucks’ China business has been struggling, hurt by the country’s economic downturn and the proliferation of local coffee chains, which could drive down Starbucks prices. Last quarter, the company’s same-store sales in China, its second largest market, fell 14%.

Before his ouster, Narasimhan said Starbucks was in the early stages of exploring strategic partnerships for its China operations.

Nicholl is expected to share more details about its turnaround plan during the company’s fiscal fourth-quarter earnings call on Oct. 30.