Consumer
Starbucks Hires First China Growth Officer to Boost Sales
- Coffee giant struggling in mainland as Luckin, others rise
- Tony Yang looks to marketing partnerships as part of new push
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Starbucks Corp. hired its first-ever chief growth officer in China, tasked with luring back young coffee drinkers as the US chain struggles with cheaper local rivals in its biggest international market.
The executive, Tony Yang, has been on board since November and will pursue a strategy of brokering tie-ins with entertainment brands and pop culture icons to market itself to consumers, Starbucks China told Bloomberg on Monday.