Tressie Lieberman, their incoming global chief brand officer at Starbucks<\/p>\n
Courtesy: Starbucks<\/p>\n<\/div>\n
Starbucks<\/a><\/span><\/span><\/span> has tapped Chipotle<\/a><\/span><\/span><\/span> alum Tressie Lieberman as its global chief brand officer, a newly created position and the latest executive change under Brian Niccol after he left Chipotle and took over as CEO of the coffee chain last month.<\/p>\n In Niccol’s first week on the job at Starbucks, he outlined his plan<\/a> for turning around the chain’s slumping sales in the U.S. For the last three quarters, Starbucks has reported same-store sales declines for its home market as its occasional customers buy fewer macchiatos and Refreshers. <\/p>\n Among four top priorities Niccol described in his plan was improving the company’s branding. He wants to remind customers about the chain’s coffee expertise and its special coffee-shop experience, according to his open letter.<\/p>\n “Starbucks is a brand people love. It’s time to tell our story again and reintroduce Starbucks to the world. Tressie is the perfect person to help us do that. She has a proven track record of building strong brands, developing compelling products, creating great customer experiences, and leading breakthrough marketing,” Niccol said in a statement on Friday.<\/p>\n Niccol created a similar global chief brand officer role at Chipotle when he took over there in 2018.<\/p>\n Lieberman will start at Starbucks on Nov 4. and report to Niccol.<\/p>\n Most recently, she served as chief marketing officer for Yahoo. Prior to that role, she was vice president of digital marketing and off-premise at Chipotle from 2018 to 2023. She also overlapped with Niccol when both executives were at Pizza Hut and Taco Bell, which are owned by Yum Brands<\/a><\/span><\/span><\/span>.<\/p>\n In addition to Lieberman’s hiring, Starbucks said Friday that Dawn Clark, the company’s executive creative director, and Angele Robinson-Gaylord, who leads store development, will now report to Sara Trilling, Starbucks’ president of North America.<\/p>\n The company is also unifying its global communications and corporate affairs departments into a single team.<\/p>\n