Digital Marketing Asia 2024 Singapore
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
Starbucks China names new co-CEO in aid of future expansion plan

Starbucks China names new co-CEO in aid of future expansion plan

share on

 Starbucks China has reshuffled its management team with new promotions, including Molly Liu (pictured) stepping up as executive vice president and co-CEO, effective 2 October, 2023.

This comes as the company aims to operate 9,000 stores across 300 cities by 2025 that will create more than 10,000 additional jobs annually.

Within her new role, Liu will work alongside the existing Starbucks China CEO and chairwoman Belinda Wong and she will report to Laxman Narasimhan, CEO of Starbucks. She will help elevate the consumer experience for Chinese customers and drive industry-leading innovation for its China business, according to Narasimhan.

Since joining the company in 2012, Liu has held many leadership roles. As head of the digital ventures, she set the foundation for the company’s digital flywheel in the market, most notably with the launch of “Starbucks Delivers” and “Starbucks Now” digital ordering services, which grew to contribute 48 percent of China sales in Q3 FY23, according to the release.

In addition, she established the company’s Starbucks rewards programme and turned it into a leading loyalty programme with more than 20 million active members.

Recently as Starbucks China’s COO, she oversaw the company’s accelerated expansion to more store locations, while invigorating coffee beverage innovation with the launch of new platforms.  

Narasimhan said: “There remains tremendous opportunity for Starbucks in China, and I’m confident that together, Wong and Liu, will lead Starbucks through our next chapter, while living our mission and values.” 

“It’s an honour to lead Starbucks China in this moment as we strengthen our focus on the experiences we create for our partners (employee) and customers,” said Liu. “Wong and I have worked together for over a decade and I’m excited to be partnering with her in this role as we continue to deepen the moments of human connection with our Chinese customers.”

Meanwhile, Starbucks China has also promoted its VP, retail licensing and strategy for APAC Erin Silvoy to senior VP and chief marketing officer, as confirmed to MARKETING-INTERACTIVE.

Silvoy has been with Starbucks for over 11 years. She first joined the company in 2012 as strategy manager in Greater Seattle Area.

In 2019, she was relocated to Hong Kong as vice president, marketing and product for APAC, where she was responsible for leading brand marketing, digital customer experience, product innovation, category management, strategy and insights teams to unlock the potential of over 5000 stores across 15 markets.

MARKETING-INTERACTIVE has reached out to Starbucks China for more information. 

Related articles:

Starbucks China jumps on Meituan to curate individual experiences for customers
Starbucks China launches plant-based menus with Beyond Meat, Oatly, and Omnipork

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window