A few months after joining Starbucks as its new CEO, Brian Niccol has brought his first Chipotle alum over to the new executive team, according to reports from Yahoo and others. Tressie Lieberman worked alongside Niccol from 2018 to 2023, driving digital marketing and off-premise. In addition to Chipotle, Lieberman held senior marketing roles at Yahoo, Snap Kitchen and Yum! Brands.
Starting Nov. 4, 2024, Lieberman will serve as Starbucks’ EVP and Global Chief Brand Officer to help improve the company’s positioning after an increasingly lukewarm reception among consumers. Niccol created a similar role during his time at Chipotle, according to CNBC, and Lieberman will report directly to him.
This is the latest among several executive shakeups within Starbucks. Most recently, North America CEO Michael Conway announced his retirement, with Sarah Trilling, Head of North America Retail Operations now reporting directly to Niccol. Trilling now has Creative Director Dawn Clark and Angele Robinson-Gaylord, Starbucks’ Head of Store Development, reporting directly into her.
In an open letter to Starbucks partners, customers and stakeholders, Niccol’s emphasized his commitment to bringing the brand back to what it was historically known for: great service, deep community roots and powerful storytelling.
“It’s time for us to tell our story again — reminding people of our unmatched coffee expertise, our role in communities and the special experience that only Starbucks can provide,” he wrote. “We won’t let others define who we are.”
Advertisement
