Episode
Brand Over Time, Sales Overnight with Starbucks' Tressie Lieberman
- Published
- Dec 17, 2025
- Duration seconds
- 3650
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Summary
Starbucks Global Chief Brand Officer Tressie Lieberman learned early in her career that building a brand requires balancing two timelines: "brand over time and sales overnight." It's a philosophy she's carried through leadership roles at Pizza Hut, Taco Bell, and Chipotle, and now applies to one of the most watched brand transformations in business. Tressie joined Starbucks a year ago as part of CEO Brian Niccol's turnaround team, overseeing everything from menu innovation and digital experience to the company's ready-to-drink beverages. Her mission: reignite the soul of Starbucks and bring the brand back to its coffeehouse roots. Today on Building Better CMOs, she and Marketing + Media Alliance CEO Greg Stuart talk about what causes iconic brands to lose their way, how to harness customer-generated trends like the viral glass “bearista,” and why curiosity is the number one trait she hires for. They also discuss embracing change as a career imperative, the entrepreneurial mindset she brings to big companies, and why marketers must treat customers as co-creators rather than passive audiences. Full transcript This episode was produced and edited by Eric Johnson from LightningPod Follow Building Better CMOs in your podcast app Rate and review the podcast Tressie's LinkedIn Greg's LinkedIn