Starbucks (SBUX) has named a new head of global branding to help revive the struggling coffee chain.
Tressie Lieberman will become the new global chief brand officer at Starbucks, a newly created position under incoming chief executive officer (CEO) Brian Niccol, who assumed the top job at the company in September.
Lieberman is scheduled to start working at Starbucks on Nov. 4 and will report directly to Niccol.
Lieberman most recently was chief marketing officer at Yahoo. However, she previously worked with Niccol at Chipotle Mexican Grill (CMG), where she was vice president of digital marketing.
Niccol is shaking things up at Starbucks. The new CEO has said that his top priority is to turnaround the company’s declining sales in the U.S.
Starbucks has reported same-store sales declines for three consecutive quarters as customers shy away from its pricey coffees and cappuccinos.
Niccol has ended discount pricing at the coffee chain since taking over and plans to use advertising to promote the company and drive sales of its beverages.
Starbucks next reports quarterly earnings on Oct. 30.
The company’s stock is up 3% this year and currently trading at $96.84 U.S. a share.
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