Starbucks on Monday announced a major leadership shakeup in a move which it said would accelerate company reinvention and elevate the brand.

The changes, which will go into effect 1 April, will create a clear geographic leadership structure, supported by global functions with deep functional expertise and the ability to drive impact on a global scale, the company said.

Micahel Conway, currently serving as group president, international and channel development, will take on the newly created role of chief executive officer for North America. Sara Trilling will remain executive vice president and president, North America, focused on enhancing the retail partner experience while growing the North America store portfolio and our North America licensed store business, reporting to Conway.

Brady Brewer will assume the role of chief exec, Starbucks International with oversight of the teams across Asia Pacific, EMEA, Japan and LAC, as well as the company’s international licensed partners, while Belinda Wong, chairwoman and co-ceo and Molly Liu, co-ceo will both continue to lead Starbucks China team.

The company will not replace the global chief marketing position most recently occupied by Brewer. Rather, each geographic chief exec will have regional marketing support while group chief exec Laxman Narasimhan announced two new global positions for Lyne Castonguay as executive vice president, chief merchant and product officer; and an as-yet unappointed global brand creative leader.

Narasimhan said: “Throughout our history, we have continued to reinvent not who we are or what we stand for, but what we do and how we connect with our customers and deliver our long-term aspirations. Because of our partners, and with our strategic plan and world class-leadership team, the best days of Starbucks are ahead of us.”

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