Starbucks CEO focusses on digital offering

Starbucks has reorganised its senior leadership team, as it focuses on its digital future.

Effective from 3 February, Howard Schultz, CEO, will focus on “innovation and next-generation retailing and payments initiatives”, in partnership with Adam Brotman, chief digital officer, and Matt Ryan, chief strategy officer.

In a statement, Starbucks said Schultz “will expand his focus on innovation in coffee, tea and the Starbucks Experience”. He will also look at next-generation retailing and payment initiatives in “digital, mobile, card loyalty and e-commerce”.

Chief financial officer Troy Alstead, who joined the company in 1992, has been promoted to the new position of chief operating officer. He will be responsible for “aligning and prioritising company investments across business units”, according to Starbucks.

Scott Maw, senior vice-president of corporate finance will become executive vice-president and CFO.

In addition, Craig Russell has been promoted to executive vice-president, global coffee. In the role, Russell will lead the company’s coffee strategy, quality, innovation, purchasing, education and engagement.

Commenting on the changes, Schultz said “there has never been a more exciting time” to be a Starbucks partner.

“These organisational moves map our internal talent to the rapidly evolving retail environment and significant strategic and market opportunities ahead of us,” said Schultz.

“They will partner with me as I focus on Starbucks’ mission, growth initiatives and the convergence and integration of our retail and e-commerce, digital, card and mobile assets around the world.”

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