In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Starbucks' CEO Howard Schultz is adding a focus on innovation to his remit as the company makes digital one of the business's key drivers.
This is one of the changes that the coffee shop giant has made to its senior leadership team today, with the new responsibilities coming into effect on 3 February.
Under the changes, Schultz will work with Starbucks' chief digital officer Adam Brotman and chief strategy officer Matt Ryan to explore new digital, mobile, card, loyalty and e-commerce initiatives that will help the chain grow.
"These organisational moves map our internal talent to the rapidly evolving retail environment and significant strategic and market opportunities ahead of us," said Schultz, who is also the company's chairman and president.
"[Each of these experienced Starbucks leaders] will partner with me as I focus on Starbucs mission, growth initiatives and the convergence and integration of our retail and e-commerce, digital, card and mobile assets around the world."
Other senior management moves at the company includes a promotion of Troy Alstead to the newly-created position of chief operating officer (COO), responsible for the day-to-day operations of the company. Alstead was previously chief financial officer (CFO) and group president of Global Business Services. Starbucks' heads of Global Technology and Global Supply Chain will report directly to him.
The new CFO, Scott Maw, will also report to Alstead.
Meanwhile, Craig Russell, has been promoted to executive vice president of Starbucks' Global Coffee division, in charge of the company's coffee strategy.