Starbucks announced a number of executive changes Wednesday, including that Annie Young-Scrivner, Starbucks' global CMO, has been named the executive VP and president-Canada, Starbucks' second-largest market after the U.S.
As part of the the moves, the company has eliminated the global cmo role. "To be more nimble and locally relevant, Starbucks has moved its marketing and category functions to the regional and market level," the company said in a statement. The company the company has formed a "cross-functional global brand leadership team," led by Vivek Varma, executive VP-public affairs, "to deliver regional and channel-specific brand alignment and breakthrough innovation... [and] ensure local marketing and category initiatives continue to be grounded in our company mission and values."
Ms. Young-Scrivner, who was named one of Ad Age 's Women to Watch, will be charged with overseeing the expansion of what the company called a priority market. It was unclear at press time whether U.S. marketing roles were affected or how U.S. marketing startegy would change.
Starbucks has been making aggressive moves to grow its global footprint, such as in India, along with growing its food and beverage offerings, particularly in the single-serve market. The company is even testing offering alcohol in select markets.
Other executive changes include Arthur Rubinfeld, who was was named chief creative officer and president-global development and Evolution Fresh retail. In addition to continuing to lead store site selection and design, he will be responsible for "developing and integrating a dynamic brand experience for Starbucks customers around the world," as well as leading the retail strategy of Evolution Fresh, the juicemaker Starbucks bought in November for $30 million.
Additional exec changes -- all of which were internal moves -- include Colin Moore, who was named senior VP-enterprise optimization, Lucy Lee Helm, who was named executive VP-general counsel and secretary, and Craig Russell, who was named senior VP-global coffee.
"As we continue to sharpen our focus and strengthen our three-region operating model, local relevancy and speed of decision making are two critical requirements we must deliver so that we can seize opportunities," said Howard Schultz, Starbucks chairman, president and CEO. "The leadership moves we announced today will enable us to more swiftly position ourselves for the exciting opportunities ahead while never losing sight of the fact that we are a global brand with a rich heritage in coffee, long-standing values, and the responsibility to use our scale for good."