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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Commercial.

Djordje Milutinovich

​Understanding customer experience from the inside out

Read more

Latest Podcast

More podcasts

Sign in