Brian Waring to leave Starbucks
Starbucks former UK marketing director Brian Waring is to leave Starbucks just months after being promoted to head up international marketing in the EMEA region.
Waring took on the newly created vice president of EMEA marketing role at the start of this year taking responsibility for 32 markets across the region including Russia, North Africa and Europe.
A successor has not yet been named but Waring will be directly replaced. It is not known if he has a job to go to.
Each region will now revert back to leading their own marketing campaigns
During his time at Starbucks, Waring oversaw the introduction of the chain’s new logo, new store designs and food menus in the UK and the launch of a number of digital innovations including iPhone apps, mobile payments and a partnership with Apple to give customers free downloads.
He also led the controversial introduction of the My Rewards loyalty programme in January, which resulted in a backlash as some consumers complained that it eroded existing benefits.
Waring was replaced as UK and Ireland marketing director by Ian Cranna who was formerly director of blended beverages at Starbucks.
Cranna now heads up marketing, branding and innovation at the coffee chain in the UK.
It has today (13 March) launched a TV ad campaign to promote its new initiative to call all customers by their first name in a bid to make the customer experience more personal.
