Starbucks faucets Tressie Lieberman for brand new position of govt vp and world model director
If Tressie Lieberman And Brian Nicol never met over coffee to discuss reunions, it’s a safe bet that the coffee had just Starbucks.
Lieberman will join the Java giant in the newly created role of executive vice president and global brand director, reporting to none other than Niccol, who became CEO of Starbucks in August.
Starbucks had abandoned his role as global CMO earlier this year, but said at the time that it was looking for a “global brand building leader.”
The company found that person in Lieberman. While she was most recently CMO at YahooLieberman and Niccol have a long history, having worked together at Chipotle for five years and, before that, at Taco Bell and Yum Brands’ Pizza Hut.
In her new role, which begins Nov. 4, Lieberman is based in Seattle and will report to Niccol. She will oversee analysis and insights across marketing, product, digital, creative and data.
Niccol said in a statement: “She has a proven track record of building strong brands, developing compelling products, creating exceptional customer experiences and leading revolutionary marketing. »
Lieberman added in a statement that she “looks forward to partnering with the team to write the next chapter for this iconic brand.”
Niccol is in the process of trying to carry out a major turnaround of its brand. Under his leadership, Starbucks moved away from aggressive discountsas it attempts to regain its premium stature, according to the Wall Street Journal.
Starbucks also detailed some changes to its reporting structure.
Senior Vice President and Executive Creative Director Dawn Clark and Senior Vice President of Store Development, Americas Angele Robinson-Gaylord will now report to Executive Vice President and President of North America, Sara Trilling.
And Dominic Carr will lead a unified global communications and corporate affairs team as director of communications and corporate affairs, with AJ Jones II reporting to him and continuing to lead corporate affairs.
