Starbucks is making a significant change in its leadership. Brian Niccol, the newly appointed CEO, has recruited Tressie Lieberman, a former Chipotle executive, to join the executive team. Lieberman worked with Niccol at Chipotle from 2018 to 2023, where she focused on digital marketing and off-premise strategies. Her previous experience also includes senior marketing positions at Yahoo, Snap Kitchen, and Yum! Brands.
Lieberman will take on the role of Executive Vice President and Global Chief Brand Officer starting November 4, 2024. Her primary goal will be to enhance Starbucks’ brand image following a recent decline in consumer reception. Niccol previously established a similar role during his tenure at Chipotle, and Lieberman will report directly to him.
This appointment is part of a broader reshuffling within Starbucks. Recently, North America CEO Michael Conway announced his retirement, leading to Sarah Trilling, Head of North America Retail Operations, now reporting directly to Niccol. Trilling will oversee Creative Director Dawn Clark and Angele Robinson-Gaylord, Starbucks’ Head of Store Development.
In an open letter to Starbucks partners, customers, and stakeholders, Niccol expressed his dedication to restoring the brand’s historic reputation for excellent service, strong community ties, and compelling storytelling.
“It’s time for us to tell our story again—reminding people of our unmatched coffee expertise, our role in communities, and the unique experience that only Starbucks can provide,” he wrote. “We won’t let others define who we are.”
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