By Julie Jargon
Starbucks Corp. said Chief Executive Howard Schultz will expand
his role in product innovation and digital retailing as part of a
shuffling of senior executives aimed largely at adjusting to
technology-driven shifts in its industry.
As part of his new focus, Mr. Schultz plans to work more closely
with Chief Digital Officer Adam Brotman and Chief Strategy Officer
Matt Ryan on what he calls "next generation retailing and payments
initiatives," the company said on Wednesday.
Mr. Schultz announced other management changes, including the
appointment of Chief Financial Officer Troy Alstead to chief
operating officer and the promotion of Scott Maw, corporate finance
senior vice president, to replace him as CFO.
"They will partner with me as I focus on Starbucks mission,
growth initiatives and the convergence and integration of our
retail and e-commerce, digital, card and mobile assets around the
world," Mr. Schultz said in a statement.
Starbucks has long allowed customers to pay for their coffee via
its mobile app and by using their loyalty cards. Mr. Schultz
recently told investors that the move toward online shopping that
hurt retailers especially hard during the holidays represents a
"seismic shift" in customer behavior and that Starbucks is well
positioned to benefit from that.
A Starbucks spokesman said the move has nothing to do with
succession planning. "It's the contrary. This frees up Howard to
focus on the big prize around digital and mobile," he said.
Write to Julie Jargon at julie.jargon@wsj.com
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