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Starbucks names a former Chipotle executive as its first worldwide chief brand officer


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Starbucks

Starbucks has reorganized its management and marketing, including the appointment of its first global chief brand officer.

Lieberman will probably be in charge of two of the four pillars that new CEO Niccol intends to employ to reinvigorate the failing brand: redefining the company as a local coffee shop and improving the chain's narrative. The CEO has a "proven track record" of building businesses, creating products, improving customer experiences, and developing creative marketing plans, according to a statement from Niccol.

Since becoming CEO of Starbucks in August, Niccol has done a number of things to position the company for a recovery. In light of North America CEO Michael Conway's planned retirement, Starbucks stated it will appoint a global brand officer Starbucks to deliver “a compelling and consistent brand experience across every customer touchpoint,” as reported by Bloomberg. Niccol created a similar role while serving as CEO of Chipotle.

Before her more than a year-long stint at Yahoo, Lieberman served as Chipotle's vice president for off-premises & digital marketing for more than five years. She previously had a variety of digital marketing-related jobs at Yum Brands businesses Taco Bell and Pizza Hut according to her LinkedIn page. She spent a significant amount of the same time as Niccol working for the restaurant companies.

The next chapter won't be written by Lieberman alone. WPP got the creative Starbucks leadership for the United States this week; the company will form a dedicated team to concentrate on the operations of the coffee giant. Team Starbucks uses talent from WPP companies Ogilvy, VML, and Landor.

Starbucks has frequently underperformed its financial forecasts. A 4% rise in ticket prices countered a 6% decline in traffic, resulting in a 2% decline in the chain's comparable sales in the US in fiscal Q3 2024. In October, Starbucks will make available the findings from its latest quarter and fiscal year.


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