secretstalks
Starbucks Corp. is creating a new position for a global chief brand officer as part of a strategic initiative led by new CEO Brian Niccol to enhance the coffee chain’s sales and restore its inviting atmosphere. This role will manage key brand areas, including product development, marketing, digital strategy, customer insights, creative projects, and store concepts, according to a company spokesperson.
Additionally, Michael Conway, the current CEO of Starbucks in North America, is set to retire in November after approximately twelve years with the company. He had recently taken on his role during a restructuring under former CEO Laxman Narasimhan, who left abruptly last month. Conway, who is 58, had been contemplating retirement with his family and will assist Niccol during the transition.
Starbucks had previously parted ways with Narasimhan in mid-August following consecutive quarters of declining sales, which led to investor dissatisfaction and concerns about management’s direction. The company has faced challenges related to decreased consumer spending and controversies surrounding its position on the Israel-Hamas conflict.
Niccol, who began his role on September 9, stressed the need for Starbucks locations to be more welcoming and for customers to feel encouraged to spend more time in stores. He acknowledged that the brand had strayed from its core values and highlighted issues with order delays.
Sara Trilling, currently overseeing North America store development and strategy, will continue in her position but will now report directly to Niccol.
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