Starbucks Appoints Cheryl Gresham as New Marketing Leader Amid Turnaround Strategy

Starbucks Welcomes Cheryl Gresham

Starbucks has made a significant change in its marketing leadership by hiring Cheryl Gresham, the former CMO of Verizon Value, as its SVP of North America Marketing. Gresham's role will be pivotal in supporting the brand’s ‘Back to Starbucks’ turnaround strategy initiated by CEO Brian Niccol aimed at revitalizing the coffee chain's growth.

Gresham announced her new position on LinkedIn, highlighting her commitment to exploring innovative marketing strategies. Prior to joining Starbucks, she held key marketing roles at TikTok, YouTube, and Mattel.

A Year of Change for Starbucks

Gresham's appointment comes during a transformative period for Starbucks, which has seen numerous shifts in its senior team over the past year. Notable changes include:

• March 2024: Starbucks eliminated its global CMO role, promoting Brady Brewer to CEO for its international business.
• Aug. 2024: Niccol was appointed as CEO and chairman.
• Oct. 2024: Former Yahoo CMO Tressie Lieberman was hired as Starbucks' first global chief brand officer.
• Feb. 2025: VP of product and marketing for APAC, Samuel Fung, stepped down.

The ‘Back to Starbucks’ Strategy

Amid declining sales, Niccol's four-pronged turnaround strategy focuses on reestablishing Starbucks as a community hub and a “third space” for customers. Key operational changes include:

• Faster service times
• Enhanced mobile ordering capabilities

The marketing approach is shifting from discount promotions to a storytelling-led strategy, emphasizing the brand's heritage and the quality of its coffee.

Recently, the company launched a campaign titled “Hello Again”, celebrating coffee and connection, coinciding with Super Bowl 59. Following the event, Starbucks offered fans a free iced coffee, showcasing its commitment to customer engagement.

In January, Starbucks reported a smaller-than-expected sales decline in Q1 2025, indicating that the turnaround efforts may be starting to yield positive results.