Starbucks has appointed SSP UK director of franchise Vic Robertson as its new UK marketing director.
In her new role, Robertson will oversee campaign and digital strategy, as well as product innovation, including the Starbucks reward programme and its brand partnerships for the UK.
She joins from SSP UK, an operator of restaurants, bars, cafés, food courts and retail stores in key travel locations, which is also a long-standing UK licensee partner of Starbucks. There, Robertson led brand and customer engagement strategies across its retail portfolio.
“Starbucks is a truly iconic brand that is known the world over,” said Robertson. ”I have already been struck by the passion of the green apron partners who forge transformative connections with customers every day.
”I’m excited to join at this pivotal moment for the brand and look forward to playing a part in telling the next chapter in its story.”
Her appointment comes as the coffee giant continues to advance its ’Back to Starbucks’ strategy, which is committed to a renewed focus on customer experience.
As part of this, Starbucks has introduced a range of initiatives including a new brand campaign, ‘Hello Again’, reintroducing the brand as a community coffee house and a refreshed menu with the return of seasonal beverages such as the pumpkin spice latte.
Starbucks VP brand and customer experience EMEA Esther van Onselen added: “Vic is the ideal leader to carry this momentum forward.
“With a deep understanding of the Starbucks brand, expertise in driving impactful customer engagement strategies and a proven track record in delivering commercial results for our largest licensee, she brings a unique, holistic and local perspective to the role.”
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