Starbucks Corp. is establishing a new position for a global chief brand officer as part of a strategic move by new Chief Executive Officer Brian Niccol to revitalize the coffee chain’s sales and restore its inviting coffeehouse atmosphere.
This new role will oversee various aspects of the brand, including product development, marketing, digital strategy, customer insights, creative initiatives, and store concepts, according to a company spokesperson.
Michael Conway, the CEO of Starbucks in North America, will retire in November, the firm also revealed on Monday. Approximately twelve years have he worked at Starbucks, based on his LinkedIn page. In March, Conway, 58, was appointed to his present position as part of a restructuring led by former CEO Laxman Narasimhan, who abruptly quit Starbucks last month.
Conway had already been contemplating his retirement decision with his family. His role as North America CEO will not be filled, and he will assist Niccol during his transition period.
Starbucks parted ways with Narasimhan in mid-August after consecutive quarters of declining sales led to investor disappointment and a loss of confidence in management. The company has faced challenges from decreased consumer spending power due to higher prices and performance issues related to the company’s stance on the Israel-Hamas conflict.
Niccol, who began his tenure on September 9, emphasized the importance of making Starbucks locations more welcoming for customers to linger longer. He noted that the company seemed to have drifted from its core values, and customers were experiencing delays in receiving their orders.
Sara Trilling, who currently oversees North America store development and strategy and reports to Conway, will continue in her role and will now report directly to Niccol.
