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Starbucks Corp. is creating a new position for a global chief brand officer as part of a strategic initiative led by new CEO Brian Niccol to enhance the coffee chain’s sales and restore its inviting atmosphere. This role will manage key brand areas, including product development, marketing, digital strategy, customer insights, creative projects, and store concepts, according to a company spokesperson.

Additionally, Michael Conway, the current CEO of Starbucks in North America, is set to retire in November after approximately twelve years with the company. He had recently taken on his role during a restructuring under former CEO Laxman Narasimhan, who left abruptly last month. Conway, who is 58, had been contemplating retirement with his family and will assist Niccol during the transition.

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