Starbucks New CEO Taps Chipotle Alum for Top Marketing Role

Starbucks' newly appointed CEO, Brian Niccol, has made a strategic move to bolster the coffee chain's branding efforts by hiring Tressie Lieberman as the global chief brand officer. This appointment, effective November 4, is part of Niccol's broader plan to revitalize Starbucks' image and drive growth in the face of declining sales.

Lieberman's extensive experience in marketing, product development, and digital initiatives make her an ideal candidate for this role. Her tenure at Chipotle, where she served as vice president of digital marketing and off-premise, and her most recent position as chief marketing officer at Yahoo, have equipped her with valuable insights into brand transformation and customer engagement.


Niccol's decision to centralize creative and store development teams under Sara Trilling, Starbucks' president of North America, complements Lieberman's role and underscores the company's commitment to a cohesive branding strategy. By streamlining these teams, Starbucks aims to create a consistent and inviting atmosphere across its locations, reinforcing its brand image and enhancing the customer experience.


Lieberman's appointment comes at a critical juncture for Starbucks, as the company grapples with sluggish sales and a changing consumer landscape. By leveraging her expertise in digital marketing and off-premise strategies, Lieberman can help Starbucks enhance its online presence and expand delivery options, catering to the evolving preferences of its customers.

Moreover, Lieberman's understanding of Yahoo's brand transformation can be instrumental in rejuvenating Starbucks' brand image and customer experience. Her ability to create compelling products and experiences, honed during her time at Chipotle, will be invaluable in driving Starbucks' product innovation and customer engagement.

As Starbucks prepares to report its fiscal fourth-quarter earnings on October 30, the appointment of Lieberman signals Niccol's commitment to turning around the company's fortunes. By aligning Starbucks' marketing strategies with his overall vision, Niccol and Lieberman aim to reintroduce Starbucks to the world and restore its coffeehouse vibe.