Starbucks announced on October 18, 2024, the hiring of Tressie Lieberman as its Global Chief Brand Officer, a newly established position. Lieberman is slated to begin her role on November 4, reporting directly to CEO Brian Niccol. This appointment is a significant part of Niccol's 'Back to Starbucks' strategy.
Lieberman brings extensive experience in food marketing, having previously served as Chief Marketing Officer for Yahoo and Vice President of Digital Marketing and Off-Premise at Chipotle. Her history of working with Niccol at Chipotle, Pizza Hut, and Taco Bell indicates a strong alignment with the new CEO's vision for brand development.
The creation of this role and Lieberman's expertise are intended to help Starbucks reintroduce its brand to the world, focusing on its coffee expertise and the unique coffee-shop experience. This strategic investment in marketing leadership aims to improve brand perception and drive customer engagement.
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