Starbucks announced Friday the appointment of former Chipotle marketing executive Tressie Lieberman as the Seattle-based company’s first global chief brand officer. CEO Brian Niccol announced the creation of the new position last month as a way to ensure “clear accountability under a single leader” regarding consistent portfolio-wide brand experience.
“Starbucks is a brand people love; it’s time to tell our story again and reintroduce Starbucks to the world,” Niccol said in a statement. “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. I’m excited that she will bring these talents to Starbucks”.
Lieberman worked under Niccol when she was the vice president, digital marketing and off-premises for Chipotle from 2018 until 2023. After that, she served as chief marketing officer at Yahoo. Additionally, Lieberman and Niccol worked together at Taco Bell and Pizza Hut earlier in their careers when Lieberman held various digital marketing leadership roles at Yum Brands. Throughout her career, Lieberman has had experience in product and marketing campaigns development, as well as building brands, and improving consumer experience.
In her new role, which starts on Nov. 4, Lieberman will be in charge of marketing, product, digital, creative, and data analytics and insights.
“Starbucks is one of the world’s great brands, and one that I love and admire,” Lieberman said in a statement. “Every day, millions of customers visit not only for incredible coffee but also to connect with their favorite baristas and enjoy a welcoming space with friends, family, and colleagues. I can’t wait to partner with the team to write the next chapter of this iconic brand.”
With this new leadership announcement, Starbucks is also making some change in team structure. Dawn Clark, on the concepts and design team, will now report to Sara Trilling, who leads the North America retail team. Global communications and corporate affairs will also be brought together under a single team: Dominic Carr’s role will be changing to chief communications and corporate affairs officer, and A.J. Jones II will continue to lead the corporate affairs team.
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