Starbucks CEO creates new role to help revive coffeehouse vibe

In Niccol’s first major move since taking over last week, the company will create a global chief brand officer position, a spokesman said. The role will oversee product, marketing, digital, customer insights, creative and store concepts.

The company also announced on Monday that Michael Conway, Starbucks’ North America CEO, will retire in November. He has worked at Starbucks for about 12 years, according to his LinkedIn profile. Conway, 58, was named to his current job in March as part of a reorganization implemented by prior CEO Laxman Narasimhan, who left Starbucks abruptly last month.  

Conway was already discussing the decision with his family, according to Starbucks. His role won’t be filled. He’ll stay on as an executive adviser until he retires.

The company ousted Narasimhan in mid-August after two consecutive quarters of declining sales disappointed investors and shook their confidence in management. Starbucks has experienced lower demand as higher prices erode consumers’ purchasing power. Boycotts over the company’s perceived stance in the Israel-Hamas conflict have also hurt performance. 

Niccol, who started on Sept. 9, said an immediate focus is making Starbucks locations “inviting places to linger.” He added there was a sense that the company had drifted from its core, and that customers are waiting too long for their orders.

Sara Trilling, who currently reports to Conway in her role overseeing North America store development and strategy, among other areas, is retaining her role and will report to Niccol.