Starbucks shelfs the global CMO role, introduces regional marketing support

Delhi: Starbucks Coffee Company announced in its blog that it will be making several leadership changes, creating a clear geographic leadership structure, supported by global functions with deep functional expertise and the ability to drive impact on a global scale. These changes will go into effect April 1.

The company will not replace the global chief marketing position most recently occupied by Brady Brewer. Rather, each geographic CEO will have regional marketing support. 

Brewer will assume the role of CEO, Starbucks International with oversight of the teams across Asia Pacific, EMEA, Japan and LAC, as well as the company’s international licensed partners.

“We are making strong progress against our Triple Shot with Two Pumps Reinvention plan,” Laxman Narasimhan, Starbucks chief executive officer, shared with global partners earlier today. 

“To further accelerate progress, consistent with our ambitions, we are realigning the organization to balance clear geographical focus with investing in functional capabilities to scale around the world, generating productivity and reinvigorating our partner culture.” 

Starbucks announced the following geographic ceos for the company:

Michael Conway will take on a newly created role of ceo, North America. Conway is most currently serving as group president, International and Channel Development. 

Sara Trilling will remain executive vice president and president, North America, focused on enhancing the retail partner experience while growing the North America store portfolio and reporting to Conway. Trilling remains a member of Narasimhan’s executive leadership team. 

Belinda Wong, chairwoman and co-ceo and Molly Liu, co-ceo will both continue to lead Starbucks China team, reporting to Narasimhan, as was previously the case. 

Lyne Castonguay will join Starbucks in the newly created position of EVP, chief merchant and product officer, reporting to Narasimhan. Castonguay will oversee a newly created global function focused on global product strategy, developing new products and growth platforms.