News Summary
Starbucks has announced the hiring of Cheryl Gresham as the new Senior Vice President of North America Marketing. Gresham, previously Chief Marketing Officer at Verizon, will focus on innovative marketing strategies to support Starbucks’ turnaround initiative led by CEO Brian Niccol. As the company aims to rejuvenate its brand, Gresham’s vast experience in marketing is expected to bring fresh perspectives and enhance customer experiences.
Starbucks Welcomes Cheryl Gresham as New SVP of North America Marketing
Exciting changes are brewing at Starbucks! The well-known coffee giant has just announced the hiring of Cheryl Gresham, who previously served as the Chief Marketing Officer at Verizon, as the company’s new Senior Vice President of North America Marketing. With her vast experience leading marketing efforts at other big names like TikTok, YouTube, and Mattel, Gresham is expected to bring a fresh perspective to Starbucks’ marketing strategies.
Focus on Innovation and Storytelling
Cheryl made her new role official on LinkedIn, sharing that she plans to concentrate on innovative marketing strategies to support the company’s “Back to Starbucks” turnaround initiative. This initiative has been set in motion by Starbucks’ CEO, Brian Niccol, as a way to rejuvenate the coffee chain following some challenging years. Although Starbucks has yet to release an official statement about her hiring, Gresham’s enthusiasm about her new role is evident.
A Year of Changes at Starbucks
The hiring of Gresham comes during a year of significant change at the executive level within Starbucks. This shift aligns with Niccol’s broader strategy as attempts to invigorate the brand continue. Not only have sales been struggling, but there appears to be a growing sense of urgency to return the company to its roots as a beloved community coffeehouse. Niccol describes this plan as a move towards transforming Starbucks into a ‘third space’ for customers—a place outside of home and work.
Shifting Gears to Meet Customer Needs
Amidst declining sales, Niccol’s turnaround strategy encompasses operational changes aimed at providing quicker service and improved mobile ordering capabilities. It doesn’t stop there, though! Starbucks is also shifting its marketing approach significantly. Instead of relying on discounts, the coffee chain is emphasizing storytelling that promotes its rich heritage and highlights the quality of its coffee.
The Impact of Recent Promotional Campaigns
One of the brand’s key marketing efforts included a campaign during Super Bowl 59, aptly named “Hello Again.” This initiative aimed to reconnect with customers and reiterate Starbucks’ core values. It seems to be paying off as the company reported a smaller-than-expected decline in sales during the first quarter of 2025, suggesting early signs of success from Niccol’s new plan.
Beyond Discounts: The New Starbucks Experience
Under Niccol’s leadership, the emphasis has shifted from discounting to creating a premium brand experience. The latest advertisements showcase not just the products, but also the connection with customers through relatable interactions with baristas. By highlighting the personal touch with campaigns that feature baristas writing customers’ names on cups, the company is reinforcing its brand identity.
Looking Ahead
A recent earnings report has painted a brighter picture for Starbucks, revealing opportunities for future growth through disciplined investments in labor, marketing, and technology. In fact, Starbucks has reported a 40% reduction in discounted transactions since Niccol’s arrival, signifying a significant change in marketing strategy that aims for broader appeal while enhancing customer experiences.
To engage and reward its loyal customers further, Starbucks also hosted promotional activities around the Super Bowl, including free iced coffee giveaways for loyalty program members. It’s clear that the brand is committed to creating a meaningful relationship with its customers while still striving for overall growth.
The Road Ahead
As Cheryl Gresham steps into her new role, all eyes are on how she will implement these innovative marketing strategies as part of Starbucks’ turnaround initiative. With a clear focus on making Starbucks a welcoming community space and prioritizing the customer experience, exciting times are surely ahead for coffee lovers everywhere.
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Additional Resources
- Adweek: Starbucks Hires Cheryl Gresham
- Encyclopedia Britannica: Starbucks
- Marketing Dive: Starbucks Marketing Spend Q1 2025
- Inc.: Starbucks Meets Customers Where They Are
- Restaurant Business Online: Starbucks Shifts Marketing
- Google Search: Starbucks
