Starbucks UK appoints new marketing director

Starbucks has announced the appointment of Vic Robertson as its new marketing director in the UK, as the cafe chain pursues its “Back to Starbucks” strategy under chief executive Brian.

Two of the company’s stated priorities are reestablishing its role as a community coffeehouse and reigniting consumer passion for the brand. In the UK, this has included the ‘Hello Again’ campaign highlighting coffee craft and culture, the launch of new food options and seasonal drinks, and updates to the Starbucks Rewards programme.

Robertson was previously director of franchise at SSP Group, the company’s long-standing UK licensee, where she oversaw brand and customer engagement strategies across its retail portfolio.

In her new role, she will lead Starbucks UK’s marketing campaigns, digital strategy and product innovation, including the Starbucks Rewards loyalty programme and brand partnerships.

Esther van Onselen, vice president brand and customer experience EMEA of 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.”

Robertson added: “Starbucks is a truly iconic brand that is known the world over. I have already been struck by the passion of the Green Apron Partners who forge transformative connections with customers every day. 

“I’m excited to join at this pivotal moment for the brand and look forward to playing a part in telling the next chapter in its story.”