Starbucks Appoints Former Chipotle Executive as Global Chief Brand Officer

Starbucks, the world's largest coffeehouse chain, has appointed Tressie Lieberman as its new global chief brand officer. Lieberman, who previously served as the chief marketing officer at Yahoo and held various roles at Chipotle Mexican Grill, brings a wealth of experience in digital marketing, off-premise strategies, and data analytics to her new position. This strategic hire by Brian Niccol, Starbucks' CEO, aims to revitalize the brand and drive growth.

Lieberman's extensive background in digital marketing and off-premise strategies at Chipotle will significantly impact Starbucks' brand evolution. Her expertise in leveraging digital platforms to engage customers and drive sales will be invaluable in enhancing Starbucks' online presence and mobile ordering capabilities. Additionally, her experience in off-premise strategies can help Starbucks expand its delivery and pick-up options, catering to the growing demand for convenience.


Lieberman's background in data analytics and insights from Yahoo will influence Starbucks' marketing and product development strategies. By harnessing data-driven insights, she can help Starbucks tailor its offerings to better meet customer preferences and improve overall customer satisfaction. This data-driven approach will enable Starbucks to make informed decisions about product innovation, marketing campaigns, and customer engagement strategies.

Lieberman's past collaborations with Brian Niccol at Chipotle will drive synergy and effectiveness in her new role at Starbucks. Their shared history and understanding of each other's working styles will facilitate seamless communication and alignment of goals. This synergy will be crucial in implementing Niccol's vision for the company and driving its growth strategy.


Lieberman's experience in creating great customer experiences at Yum! Brands will help her reintroduce Starbucks to the world and boost its struggling sales. By focusing on enhancing the customer experience, she can help Starbucks differentiate itself from competitors and attract both new and returning customers. This customer-centric approach, combined with her expertise in digital marketing and data analytics, will be essential in driving Starbucks' brand evolution and restoring its coffeehouse vibe.