Starbucks Corporation is establishing itself as a brand leader as new CEO Brian Niccol looks to revive the chain’s sales and restore its cozy coffee shop atmosphere.
In Nicole’s first major move since taking over last week, the company will create a global chief brand officer position, a spokesperson said. The role will oversee product, marketing, digital, customer insights, creativity and store concepts.
The company also announced Monday that Starbucks North America CEO Michael Conway will retire in November. Worked According to his LinkedIn profile, he has been with Starbucks for about 12 years. Conway, 58, was appointed to his current position in March. Reorganization This was implemented by former CEO Laxman Narasimhan, who abruptly left Starbucks last month.
According to Starbucks, Conway has already discussed the decision with his family. His role will not be filled. He will remain as an executive advisor until his retirement.
The company ousted Narasimhan in mid-August after two consecutive quarters of declining sales, disappointing investors and shaking confidence in its management. Starbucks has seen demand decline as its high prices erode consumers’ purchasing power. Boycotts over the company’s perceived stance on the Israel-Hamas conflict also hurt performance.
Nicole, who started on Sept. 9, said her immediate focus was making Starbucks stores “a place to be.” She added that the company felt like it had lost its focus and that customers were waiting too long for their orders.
Sarah Trilling, who currently reports to Conway in her role overseeing North American store development and strategy, will continue in her role, reporting to Nicole.
