Starbucks shuffles senior management team in digital drive

Hoping to take advantage of mobile and digital trends in retail

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.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in