Starbucks has announced the appointment of Tressie Lieberman as its first global chief brand officer, effective November 4.
This new role, created by CEO Brian Niccol, aims to enhance the brand’s consistency. Niccol praised Lieberman for her successful history in building brands and delivering engaging customer experiences.
Lieberman previously served as the vice president of digital marketing at Chipotle, where she worked under Niccol. She has also held leadership roles as chief marketing officer at Yahoo, as well as at Taco Bell and Pizza Hut during her time with Yum Brands. In her new position at Starbucks, Lieberman will be responsible for marketing, product development, digital initiatives, and data analytics.
Starbucks Announces New CEO
In a separate announcement, Starbucks appointed Brian Niccol, former CEO of Chipotle, as its new chairman and CEO, effective September 9, 2024. Niccol remained with Chipotle until the transition and succeeded Laxman Narasimhan, who resigned immediately. Known for significantly boosting Chipotle’s revenue and stock price since 2018, Niccol has also held prominent roles at Taco Bell, Pizza Hut, and Procter & Gamble.
Rachel Ruggeri, Starbucks’ CFO, acted as interim CEO until Niccol’s arrival. Following the announcement, Starbucks’ stock surged nearly 19%, while Chipotle’s stock dropped by 9%. Niccol’s appointment is viewed as a strategy to resolve operational issues and enhance customer experiences that had faced criticism during Narasimhan’s tenure. Former CEO Howard Schultz expressed confidence in Niccol, believing he will restore trust and revitalize the brand. The leadership change at Starbucks had been in discussion for about two months, with Schultz playing an active role in the selection process.
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