Starbucks has experienced a sustained decline in same-store sales in its domestic market. Credit: Gary A Corcoran Arts/Shutterstock.

Starbucks has appointed Tressie Lieberman as its new global chief brand officer from 4 November 2024.  

Lieberman had worked alongside new Starbucks chairman and CEO Brian Niccol when they were both at Chipotle Mexican Grill, and was instrumental in digital marketing and off-premise there from 2018 to 2023. Niccol left his role as chairman and CEO of Chipotle on 31 August 2024 and joined Starbucks on 9 September.

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The coffee giant’s leadership team has seen changes since his arrival. The company announced the retirement of North America CEO Michael Conway later in September, with Sarah Trilling, head of North America retail operations, now reporting directly to Niccol.  

Starbucks has also announced the consolidation of its communications and corporate affairs teams. 

Tressie Lieberman’s expertise extends beyond Chipotle, having held senior marketing roles at Yahoo, Snap Kitchen and Yum! Brands.

Starbucks executive creative director Dawn Clark and Angele Robinson-Gaylord, its head of store development, will report to Sarah Trilling.  

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Niccol is swiftly implementing his vision for Starbucks in an effort to stabilise the coffee chain. One month into his leadership, the new CEO has emphasised that his primary objective is to reverse the trend of decreasing sales in the US.  

Starbucks has experienced a decline in same-store sales in its domestic market for three consecutive quarters, as consumers purchase fewer of its macchiatos and lattes. 

Niccol said in a statement on Friday: “Starbucks is a brand people love. It’s time to tell our story again and reintroduce Starbucks to the world.”