Starbucks Elevates Current CMO to CEO of International Business

Starbucks is dropping its global chief marketing officer position as it promotes current CMO Brady Brewer to CEO of its international business.

Starbucks is implementing a new strategy to expand globally by appointing regional CEOs instead of replacing the top marketing job. These regional CEOs will be backed by "regional marketing support". This move is part of Starbucks' 'Triple Shot with Two Pumps Reinvention plan' to grow its presence worldwide, with three out of four upcoming locations set to be outside the US.

Starbucks recently eliminated the CMO role, following in the footsteps of companies like Etsy, UPS, and Walgreens who also made the same move.

Brewer, who has been with Starbucks for over 20 years, started as a marketing manager in 2001. Prior to his time as CMO, he also served as the chief operating officer for Starbucks' Japan business.

Starbucks’ CEO, Laxman Narasimhan, says the company is moving forward successfully with its growth strategy.

In order to speed up this progress even more, Narasimhan explains that they are restructuring the organization. This means they will focus on specific regions while also investing in functional capabilities to expand globally. The goal is to increase efficiency, boost morale among employees, and enhance the company’s overall culture.

Starbucks is also bringing in Lyne Castonguay to the business as evp, chief merchant and product officer – a new position.

Editor's P/S:

The article highlights Starbucks' strategic shift towards regional expansion by eliminating the global CMO position and appointing regional CEOs. This move aligns with the company's 'Triple Shot with Two Pumps Reinvention plan' to accelerate its global presence. The appointment of Brewer as CEO of the international business demonstrates Starbucks' focus on promoting internal talent with deep understanding of local markets. The introduction of Lyne Castonguay as evp, chief merchant and product officer suggests a renewed emphasis on product innovation and customer experience.

Overall, Starbucks' reorganization reflects the changing landscape of global business and the need for companies to adapt to regional market dynamics. By empowering regional leaders and investing in functional capabilities, Starbucks aims to enhance efficiency, boost employee morale, and strengthen its overall culture. The elimination of the global CMO position is a bold move that underscores the company's commitment to a decentralized and regionally focused approach to growth.