Starbucks has fired Kyndra Russell, who until now served as its Chief Marketing Officer (CMO).
kyndra russell starbucks 2024
Kyndra Russell PHOTO: Starbucks
Amid a sales crisis and a strategic restructuring, Starbucks has fired Kyndra Russell, who until now served as its Chief Marketing Officer (CMO).
The move comes as new Starbucks CEO Brian Niccol is implementing changes to revitalize the company and stem declining sales.
A new direction under the direction of Brian Niccol
Since taking over as CEO on September 9, 2024, Brian Niccol has made several changes to Starbucks' top management, seeking to reverse the negative trend that the coffee chain has experienced in its latest financial reports.
Kyndra Russell's departure follows other key moves at the brand in an effort to refocus the company's strategy and improve its connection with customers.
Russell, who has been with Starbucks for wordpress web design agency nearly eight years, assumed her role as senior vice president and chief marketing officer for North America earlier this year.
Tressie Lieberman, Starbucks' new chief marketing officer
Replacing Kyndra Russell is Tressie Lieberman, a key player on Brian Niccol's team.
Lieberman, as the new chief brand officer, will be tasked with “reintroducing Starbucks to the world,” according to the new marketing strategy announced by Niccol.
As Starbucks’ new CMO, Lieberman will assume key responsibilities in areas including marketing, product development, digital, creative and analytics.
Lieberman brings a wealth of experience, having previously worked at Chipotle Mexican Grill Inc., under Niccol, and at Yum! Brands Inc., where he led Taco Bell’s brand strategy.
Tressie Lieberman will formally join Starbucks on November 4.
Starbucks in crisis
Kyndra Russell's departure is just one of several moves Niccol has made since arriving at Starbucks. The new CEO has dismantled several decisions made by his predecessor. These structural changes seek to give Starbucks a new boost at a critical time, where the company is experiencing a slowdown in its performance, especially in key markets such as the United States and China.
With global sales down 7% in the last quarter and a 6% decline in U.S. sales, Niccol faces the challenge of restoring the confidence of both customers and shareholders.