Starbucks creates global chief strategy officer position

Starbucks Corp. has named Matthew Ryan global chief strategy officer, effective in May, the company said Thursday.

Ryan, a former Walt Disney Company executive, will lead Starbucks’ long-term strategic planning process; improve the monetization of the retail, channel and emerging brands divisions; and strengthen customer relationship management and loyalty capabilities in the newly created position, the company said.

As a member of the senior leadership team, Ryan will report to Starbucks chair, president and chief executive Howard Schultz.

The appointment comes at a time when Starbucks is building its brand overseas. The company is accelerating unit growth, particularly in China, which is expected to be the coffeehouse chain’s No. 2 market by 2014.

On Thursday, Starbucks said growth in Southeast Asia will accelerate, with 100 new units planned for Indonesia over the next three years and another 100 locations scheduled for the Philippines in four years.

Starbucks expects to add about 1,500 units in the U.S. over the next five years. The company currently has 12,983 units across 13 countries in the Americas region.

As senior vice president of global brand, franchise and customer relationship management at the Walt Disney Company since 2000, Ryan led the development of programs such as the Disney Rewards Visa Card. He also provided consumer input into the company’s long-term strategic plans and oversaw the development and cultivation of character franchises.

“The Starbucks Experience is built on our [employees’] passion for creating meaningful moments of connection more than 70 million times every week and our company’s devotion to continuously innovating new choices and experiences that surprise and delight our customers at every interaction,” Schultz said in a statement. “Matt’s innovative approach to customer analytics, market segmentation and brand optimization will bring a new level of insight and imagination to Starbucks and our significant brand ambitions.”

Seattle-based Starbucks has more than 18,000 locations in 62 countries.

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