The coffee giant hasn't had a CMO since summer 2011, when it decentralized executive management and appointed leadership according to global regions. Per a source familiar with the situation, the Seattle-based firm believes its decentralized strategy has postively run its course—so it was ready for global marketing leadership again and zeroed in on Rothstein.
"Sharon’s forward-thinking brand sensibility and global cross-channel marketing expertise will continue to push us toward our aspiration of building one of the world’s most relevant, trusted and enduring brands, said Starbucks chairman, president and CEO Howard Schultz, in a statement.
Rothstein will report to Schultz, while leading Starbucks as well as other brands in the company’s portfolio, including Seattle’s Best Coffee, Evolution Fresh, La Boulange, Tazo and Teavana.
Meanwhile, Sephora wasted little time in replacing Rothstein, promoting Julie Bornstein to chief marketing and digital officer. Bornstein has served as svp of digital while overseeing the brand's expanding e-commerce business.