Starbucks
shuffles management team to sharpen ‘next gen’ digital focus
Schultz, in partnership with the company’s
chief digital officer Adam Brotman and chief strategy officer Matt Ryan, will
focus on “rapidly evolving” its digital, mobile, card, loyalty and e-commerce
presence from next month (3 February). The move is an attempt to tackle what
the business has referred to in the past as the “seismic shift” in shopping
habits with consumers increasingly moving from bricks to clicks in the
fast-food arena.
The management shake-up also sees the coffee maker’s chief financial officer
Troy Alstead promoted to the new position of chief operating officer, so that
he can focus on expanding the company’s physical stores. Starbucks also
appointed Scott Maw, who is currently senior vice president of corporate
finance, to the executive vice president and chief financial officer role.
Craig Russell, senior vice president for global coffee, was named executive
vice president of global coffee.
The changes aim to build on the momentum the company has forged in the loyalty
and mobile marketing arenas in recent years. Schultz adds: “These organisational moves map our internal talent to the
rapidly evolving retail environment and significant strategic and market
opportunities ahead of us.”
“Each of these experienced Starbucks leaders will be working closely with the
entire senior leadership team, and me, to bring even greater financial and
operational discipline to our business around the world. They will partner with
me as I focus on Starbucks’ mission, growth initiatives and the convergence and
integration of our retail and e-commerce, digital, card and mobile assets
around the world. There has never been a more exciting time to be a Starbucks
partner.”
The operational changes come a week after the business admitted the rise of people ordering products online had dented sales in
its latest quarter. It
teased plans to introduce mobile ordering later this year, one of several
digital marketing initiatives it claims will exploit “next generation”
retailing and payments opportunities.
My
opinion about this article is, the move which the company makes is a good way
to advance their business. The development in technology is a right choice
because it can make the transaction is easier for both the consumer and the
seller.
Besides
that some changes in the company management is makes the company not only to be
more progressive and more focus in servicing but also to seek for benefit.
Therefor this good cooperation between the companies and workers makes the management
in this company better than before.
