Tressie Lieberman has been appointed as the global chief brand officer at Starbucks, a newly established position that highlights the coffee giant’s commitment to revitalizing its brand image. This move follows Brian Niccol’s recent transition from Chipotle Mexican Grill to CEO of Starbucks, where he has identified enhancing branding as a key strategy for reversing the company’s declining sales in the U.S. market.
In recent months, Starbucks has faced challenges, reporting declines in same-store sales as customer preferences shift. As Niccol steps into his role, he has made it clear that one of his primary objectives is to reestablish Starbucks as a leader in the coffee industry, emphasizing its renowned expertise and unique customer experience. Niccol has expressed confidence in Lieberman’s abilities to help communicate and strengthen the brand’s narrative.
Before joining Starbucks, Tressie Lieberman served as chief marketing officer for Yahoo, and prior to that, she played a pivotal role at Chipotle as vice president of digital marketing and off-premise. Her experience aligns closely with Niccol’s vision, having previously collaborated with him during their tenures at Taco Bell and Pizza Hut. As Lieberman prepares to take on her new role starting November 4, her vast background in brand management and customer engagement is expected to make a significant impact.
In addition to Lieberman’s appointment, Starbucks is undergoing a structural realignment in its leadership. Dawn Clark, the executive creative director, and Angele Robinson-Gaylord, who leads store development, will now report to Sara Trilling, the president of North America. The company is also consolidating its global communications and corporate affairs departments into a unified team, indicating a strategic shift in how it approaches its market presence.
As Starbucks continues to navigate challenges, particularly in China where competition from local coffee chains has intensified, the leadership changes signal a proactive approach to enhancing brand strength and customer connection. Niccol is anticipated to provide further insights into his turnaround strategies during the upcoming fiscal fourth-quarter earnings call at the end of the month.
