World Courant
Tressie Lieberman, their new World Chief Model Officer at Starbucks
Courtesy: Starbucks
Starbucks tapped Chipotle alum Tressie Lieberman as World Chief Model Officer, a newly created place and the newest board change below Brian Niccol after he left Chipotle and took over as CEO of the espresso chain final month.
In Niccol’s first week working at Starbucks, he outlined his plan to reverse the chain’s declining gross sales within the US. Over the previous three quarters, Starbucks has reported a decline in same-store gross sales for its home market as informal prospects purchase fewer macchiatos and purchase fewer macchiatos. Refresher programs.
One of many 4 prime priorities Niccol outlined in its plan was enhancing the corporate’s model. He desires to remind prospects of the chain’s espresso experience and the particular espresso store expertise, in line with his open letter.
“Starbucks is a model folks love. It is time to retell our story and reintroduce Starbucks to the world. Tressie is the proper particular person to assist us do this. She has a confirmed observe document of constructing sturdy manufacturers, growing compelling merchandise and creating nice buyer experiences and main breakthrough advertising and marketing,” Niccol stated in a press release on Friday.
Niccol created an identical function as World Chief Model Officer at Chipotle when he took over in 2018.
Lieberman will begin at Starbucks on November 4 and report back to Niccol.
She most lately served as Chief Advertising Officer for Yahoo. Previous to that function, she served as vp of digital advertising and marketing and off-premise at Chipotle from 2018 to 2023. She additionally overlapped with Niccol when each executives labored at Pizza Hut and Taco Bell, that are owned by Yum manufacturers.
Along with Lieberman’s hiring, Starbucks stated Friday that Daybreak Clark, the corporate’s government inventive director, and Angele Robinson-Gaylord, who leads retailer improvement, will now report back to Sara Trilling, Starbucks’ president of North America.
The corporate can be bringing collectively its world communications and company affairs departments into one staff.
Starbucks beforehand introduced that Michael Conway, the corporate’s CEO in North America, is retiring. Niccol’s predecessor Laxman Narasimhan had appointed Conway to the function final yr. After his departure, the corporate eradicated the place and added Lieberman’s new function as a replacement. Trilling now additionally reviews on to Niccol.
And in China, Molly Liu is now the only CEO, having shared the place with that unit’s longtime chief, Belinda Wong, since final yr.
Starbucks’ Chinese language operations have struggled, hit by the nation’s sluggish financial system and the proliferation of native espresso chains that may undercut costs. Final quarter, the corporate’s same-store gross sales fell 14% in China, its second-largest market.
Earlier than his departure, Narasimhan had stated Starbucks was within the early phases of exploring strategic partnerships for its China operations.
Niccol is anticipated to announce extra particulars about its turnaround plans through the firm’s quarterly monetary outcomes on October 30.
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Starbucks appoints former Chipotle government as World Chief Model Officer
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