Consumer
Starbucks Seeks Global Brand Czar as North America CEO Retires
- New CEO Niccol is making his first changes at company
- Brand role will oversee store concepts, among other areas
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Starbucks Corp. is creating a brand leader position as new Chief Executive Officer Brian Niccol seeks to revive the coffee chain’s sales and restore its cozy coffeehouse vibe.
In Niccol’s first major move since taking over last week, the company will create a global chief brand officer position, a spokesman said. The role will oversee product, marketing, digital, customer insights, creative and store concepts.