SEATTLE: Starbucks, the coffee house chain, has hired Annie Young-Scrivner from PepsiCo as its new global chief marketing officer. Young-Scrivner was formerly cmo and vp of sales for PepsiCo's Quaker Foods and Snacks and, before that, the company's regional president for Greater China.
"Annie brings a wealth of knowledge in international business and a proven track record in global marketing and product strategy, including health and wellness," said Starbucks' president/ceo, Howard Schultz.
The once all-conquering Starbucks has stalled recently, reporting its first quarterly loss, and is also battling with competitors like McDonald's, which has launched its own premium coffee range.
The company has also come under pressure in its two biggest markets outside the US, Canada and the UK, with sales revenues falling and critics claiming it is driving independent rivals off the high street by pushing up rents. It is also due to close up to 50 UK outlets which are currently under-performing.
But the Seattle-based firm has been fighting back with more aggressive marketing, and, in particular, an increased, and apparently successful, focus on social networks like Facebook and Twitter, under its digital strategy director, Alexandra Wheeler.
According to InsideFacebook.com, Starbucks has recently overtaken Coca-Cola as the most popular brand on Facebook, with over 3.6 million "fans".
Data sourced from Adweek; additional content by WARC staff