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

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

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

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in