Starbucks appoints new UK marketing director

Starbucks has announced that it has appointed Vic Robertson as its new UK marketing director.

Robertson most recently served as director of franchise at SSP UK, Starbucks’ longstanding UK licensee partner,  where she led brand and customer engagement strategies across its retail portfolio. She has also previously worked with Aubaine Restaurants and Corney and Barrow.

In her new role, she will oversee campaign and digital strategy as well as product innovation, including Starbucks Rewards program and its brand partnerships for the UK.

In a statement, Starbucks said the announcement underscores its commitment to advancing its Back to Starbucks strategy. As part of this, Starbucks UK has introduced a range of initiatives and innovations including the coffee-forward brand campaign, ‘Hello Again’, to reintroduce Starbucks through the lens of coffee craft, culture and community.

Esther van Onselen, vice president brand & customer experience EMEA at Starbucks, said: “Vic is the ideal leader to carry this momentum forward.

“With a deep understanding of the Starbucks brand, expertise in driving impactful customer engagement strategies and a proven track record in delivering commercial results for our largest licensee, she brings a unique, holistic and local perspective to the role.”

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