Starbucks eliminates global CMO role

Starbucks is dropping its global chief marketing officer position as it promotes current CMO Brady Brewer to CEO of its international business.

Instead of replacing the top marketing job, Starbucks is appointing regional CEOs who will be supported by “regional marketing support”.

This is part of the business’s strategy – which it is calling a ‘Triple Shot with Two Pumps Reinvention plan’ – to grow across the globe, with three out of four upcoming locations outside the US.

Starbucks is the latest brand to scrap the CMO role. Etsy got rid of theirs at the end of last year, as did UPS and Walgreens.

Are we witnessing the end of the CMO? No, and stop askingBrewer has spent more than 20 years at Starbucks after joining as a marketing manager in 2001. Before his four year tenure as CMO, he held roles including chief operating officer for Starbuck’s Japan business.

Laxman Narasimhan, Starbucks’ CEO, claims the business is making “strong progress” with its growth plan.

“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,” he says.

Starbucks is also bringing in Lyne Castonguay to the business as evp, chief merchant and product officer – a new position.