Starbucks appoints ex-Chipotle executive as its new global chief brand officer.

• Starbucks is appointing Tressie Lieberman as global chief brand officer.
• Previously, Lieberman worked at Chipotle Mexican Grill, Taco Bell, and Pizza Hut, where he overlapped with new Starbucks CEO Brian Niccol.
• In his first week on the job, Niccol stated that enhancing the company's branding was among his top four priorities for revitalizing the U.S. business.

Tressie Lieberman has been appointed as the global chief brand officer of the coffee chain, a new position created under Brian Niccol, who left Chipotle and became CEO of the company last month.

In his first week at Starbucks, Niccol devised a plan to revive the company's declining sales in the U.S. for the past three quarters, Starbucks has reported a decrease in same-store sales in its home market, with customers purchasing fewer macchiatos and Refreshers.

Niccol's plan includes improving the company's branding as one of his top four priorities. He aims to remind customers of the chain's coffee expertise and the special coffee-shop experience through his open letter.

On Friday, Niccol stated that it's time to reintroduce Starbucks to the world and that Tressie, with her experience in building strong brands, developing compelling products, creating great customer experiences, and leading breakthrough marketing, is the ideal person to help us do that.

In 2018, when Niccol assumed leadership at Chipotle, he established a global chief brand officer position similar to the one he held at his previous company.

Lieberman will start at Starbucks on Nov 4. and report to Niccol.

Recently, she served as chief marketing officer for Yahoo. Prior to that role, she was vice president of digital marketing and off-premise at Chipotle from 2018 to 2023. She also worked with Niccol at Pizza Hut and Taco Bell, which are owned by the same company.

Starbucks announced on Friday that Dawn Clark and Angele Robinson-Gaylord, who were previously reporting to Sara Trilling, will now report to her as the company's executive creative director and store development leader, respectively.

The company is merging its global communications and corporate affairs departments into a single unit.

Michael Conway, Starbucks' North America CEO, announced his retirement. Laxman Narasimhan, Niccol's predecessor, had appointed Conway to the role last year. After his departure, the company eliminated the position and added Lieberman's new role. Trilling now reports directly to Niccol.

Belinda Wong is no longer the sole CEO of the unit in China, as Molly Liu has now taken over that role.

In China, Starbucks' business has been struggling due to the country's sluggish economy and the prevalence of local coffee chains that can offer lower prices. In the last quarter, Starbucks' same-store sales in China decreased by 14%, marking its second-largest market.

After his removal, Narasimhan had stated that Starbucks was in the initial stages of examining tactical alliances for its China operations.

During the company's fiscal fourth-quarter earnings call on Oct. 30, Niccol is anticipated to reveal more information about his turnaround plans.