SEATTLE: Starbucks has promoted Adam Brotman, SVP and GM of Starbucks Digital Ventures, to the newly created role of chief digital officer, effective immediately.
Brotman, who helped to create the Digital Ventures business unit in 2009 when he joined the company as VP, said the expanded role demonstrates how much Starbucks' digital and social media programs have grown in recent years.
He explained that the company “felt it was time to bring all those areas that are synergistic and integrated under one team. Brotman added that Starbucks' digital practice was comprised of e-commerce and Wi-Fi in 2009, but it now includes mobile, social media, and Starbucks' web program.
Brotman will report directly to Howard Schultz, CEO of Starbucks, and he will have seven direct reports. They are Alexandra Wheeler, VP of global digital marketing; Amy Johnson, VP of card and loyalty; Jonah Sigel, director of entertainment and digital content; Jane Lockwood, director of global e-commerce and marketing manager; Dana Kruse and Lincoln Mongillo, product owners for the company's web and mobile platforms; and James Snook, VP of technology strategy and innovation. Brotman will also collaborate with the global communications team on campaigns and programs.
“We've always worked very, very closely with that team because social media and PR are so closely linked, and those two things need to be highly coordinated in terms of messaging and engagement,” Brotman explained.
He added that the digital, communications, and marketing teams will work together on engaging consumers on a local level. Geri Ann Baptista, former Starbucks' senior manager of corporate communications, left the company to join H+K Strategies last December.
In addition to leading Digital Ventures, Brotman said he will work to extend Starbucks' programs globally, making sure all of the company's markets can take advantage of its programs. He added that he will also concentrate on “continuing to innovate” across all areas of the digital practice.
“We really want to meet the customers wherever they are and engage with them,” he said.
Prior to joining Starbucks in 2009, Brotman was the CEO of Barefoot Yoga Company for about four months. Previously, he was SVP of web and marketing at image e-commerce company Corbis Corporation for two years.