# Starbucks Rebuilds Marketing Machine

> Global chief brand officer Tressie Lieberman speeds up Starbucks' culture-driven marketing.
- Title: Starbucks Rebuilds Marketing Machine · Adweek | Shortify
- Summary: Global chief brand officer Tressie Lieberman speeds up Starbucks' culture-driven marketing. Starbucks' global chief brand officer Tressie Lieberman is…
- Keywords: starbucks, tressie lieberman, global chief brand officer, marketing machine, culture-first, unicorn frappuccino, gen alpha, cold brew, Rebuilds, Marketing, Machine, Adweek
- Source: Adweek — https://adweek.com/brand-marketing/inside-starbucks-marketing-machine-with-global-chief-brand-officer-tressie-lieberman
- Author: Rebecca Stewart
- Published: 2026-10-06T10:00:00+00:00
- Read time: 1 min
- Topics: starbucks, tressie lieberman, global chief brand officer, marketing machine, culture-first, unicorn frappuccino, gen alpha, cold brew
## Hybrid Agency Model
Starbucks uses a hybrid agency model with in-house creative teams and external agencies for big campaigns.
## Culture-First Strategy
Lieberman focuses on culture and identity through social content like the Unicorn Frappuccino revival and Green Apron Creator.

> It helps us show up as one global brand
## Fast Campaign Execution
Lieberman and Niccol launched campaigns in under three months using honest, truthful conversations.

> We always have honest, truthful conversations
## No Single Customer
Starbucks targets all customers by connecting with their identities through coffee choices and experiences.

> We’ve always been a lifestyle brand, and we want to protect that
## Beyond PSL Season
Starbucks creates seasonal collectibles for spring, summer, and other occasions to keep fans engaged year-round.

> Is there a collectible or a moment that can get our fans pumped up
## Gen Alpha Focus
Starbucks targets Gen Alpha with cold brew and Refreshers to prepare for the next generation of coffee drinkers.

> nearly half of the demographic drinking their coffee cold, iced, or frozen
## Key takeaway

Starbucks' global chief brand officer Tressie Lieberman is rebuilding the company's marketing machine by focusing on culture and identity to drive brand love.