# Brand Over Time, Sales Overnight with Starbucks' Tressie Lieberman

Page: https://stenobird.com/podcast/building-better-cmos-and-marketing-leaders-6393422/brand-over-time-sales-overnight-with-starbucks-tressie-lieberman
Text version: https://stenobird.com/podcast/building-better-cmos-and-marketing-leaders-6393422/brand-over-time-sales-overnight-with-starbucks-tressie-lieberman.md
Podcast: [Building Better CMOs and Marketing Leaders](https://stenobird.com/podcast/building-better-cmos-and-marketing-leaders-6393422)
Published: 2025-12-17T08:30:00+00:00
Episode link: https://pdst.fm/e/traffic.megaphone.fm/NOTDI1949289267.mp3?updated=1765913878
Audio file: https://pdst.fm/e/traffic.megaphone.fm/NOTDI1949289267.mp3?updated=1765913878
Processing state: not_requested
JSON: https://stenobird.com/v1/public/podcasts/building-better-cmos-and-marketing-leaders-6393422/episodes/brand-over-time-sales-overnight-with-starbucks-tressie-lieberman
Duration seconds: 3650

## Resource

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

## Actions

- request_transcript: `POST https://stenobird.com/v1/public/podcasts/building-better-cmos-and-marketing-leaders-6393422/episodes/brand-over-time-sales-overnight-with-starbucks-tressie-lieberman/transcription-requests` — Idempotently request low-priority transcript generation for this episode.
- read_markdown: `GET https://stenobird.com/podcast/building-better-cmos-and-marketing-leaders-6393422/brand-over-time-sales-overnight-with-starbucks-tressie-lieberman.md` — Read the agent-friendly Markdown representation of this episode resource.

A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed.

## Transcript

Full transcripts are not published on public pages unless there is a clear rights basis.