Starbucks removes CMO position amidst leadership reshuffle
The move is said to make a clear geographic leadership structure’ for the brand.
Starbucks has appointed Brady Brewer as the new CEO of Starbucks International, overseeing teams across Asia Pacific, EMEA, Japan, and LAC, part of the announced leadership restructuring the coffee giant has enacted to support its Triple Shot Reinvention with Two Pumps long-term growth strategy.
Aside from that, Belinda Wong, chairwoman and co-CEO and Molly Liu, co-CEO will both continue to lead the Starbucks China team, reporting to Laxman Narasimhan, Starbucks chief executive officer, as was previously the case.
Starbucks will also remove the global chief marketing position that Brewer previously occupied. Instead, each geographic CEO will be given regional marketing support through two new positions the brand created.
Lyne Castonguay will join Starbucks in the newly created position of EVP, chief merchant and product officer, reporting to Narasimhan. Castonguay will oversee a newly created global function focused on global product strategy, developing new products and growth platforms. She will lead both Starbucks' Global Channel Development team and Siren Retail, the group that focusses on Starbucks unique store formats such as the Starbucks Reserve.
Starbucks also intends to appoint a global brand creative leader whose focus will be the brand’s platforms of collaboration in the creative arts, design, architecture, fashion, publishing and music to continue to shape culture whilst elevating human connection’.
Meanwhile, Michael Conway will take on the newly created role of CEO of North America.
“As we look to the future, the opportunity we have is truly limitless. Throughout our history, we have continued to reinvent not who we are or what we stand for, but what we do and how we connect with our customers and deliver our long-term aspirations. Because of our partners, and with our strategic plan and world class-leadership team, the best days of Starbucks are ahead of us,” said Narasimhan.
