The China product development, R&D and marketing departments will all report to Yang, a former user development executive at Geely Holding Group-backed electric vehicle maker Jiyue Auto. His role will also focus on coffee product innovation and improving customer experience.
Starbucks hired its first-ever chief growth officer in China, tasked with luring back young coffee drinkers as the US chain struggles with cheaper local rivals in its biggest international market.
The executive, Tony Yang, has been on board since November and will pursue a strategy of brokering tie-ins with entertainment franchises and pop culture icons to market itself to consumers, Starbucks China told Bloomberg on Monday.
