Starbucks appointed Tressie Lieberman as executive vice president and global chief brand officer, a move by new CEO Brian Niccol to reinvigorate marketing and counter slumping sales. Lieberman, previously at Chipotle,

In his first week on the job, CEO Brian Niccol said improved the company's branding was one of his four priorities to turn around the U.S. business.

Starbucks Corp. hired a former Chipotle Mexican Grill Inc. executive for a key role in new boss Brian Niccol’s efforts to reverse a sales slump and revitalize the brand.

Tressie Lieberman will join Starbucks on Nov. 4 as chief brand officer, the company said in an emailed statement Friday. She will lead marketing, product development, digital, creative and analytics.