Global café chain Starbucks is set to drop its global chief marketing officer role after promoting the incumbent Brady Brewer as chief executive of its international business.
It is understood that the Seattle-based firm does not intend to replace Brewer, and will instead look to appoint regional CEOs who will be given ‘marketing support’ on a localised level.
The move forms part of Starbucks’ global growth plan: ‘Triple Shot with Two Pumps Reinvention’, which will see the coffee chain focus on growing outside of the UK, with three out of four new locations expected to be launched outside of its domestic market.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
“To further accelerate progress, consistent with our ambitions, we are realigning the organisation to balance clear geographical focus with investing in functional capabilities to scale around the world, generating productivity and reinvigorating our partner culture,” Starbucks CEO, Laxman Narasimhan said.
Having initially joined Starbucks more than 20 year ago as a marketing manager, Brewer has held a variety of senior roles within the business, culminating in the CMO position which he occupied for the last four years.
