This story is available exclusively to Business Insider subscribers. The move takes a page from his previous turnaround playbook, which he enacted as CEO of Chipotle from 2018 to 2024. Tressie Lieberman became Starbucks' EVP and global chief brand officer after holding senior marketing roles under Niccol at both Taco Bell and Chipotle. Michael Kotick, former Chipotle brand marketing director, joined as VP of marketing and was followed by Candice Beck, a fellow Chipotle alum, who became VP of brand engagement. With more than 40,000 global retail stores, revitalizing the customer experience and making cultural changes at Starbucks will take longer than at Chipotle or Taco Bell, which have just a fraction of Starbucks' footprint.