Starbucks Corporation's former group president of international and channel development Michael Conway has been elevated to the newly created position of North America CEO. The move is part of a broader initiative to establish a leadership framework with distinct geographic responsibilities, underpinned by global functions with profound functional expertise and the capacity for global impact. Conway, who joined Starbucks in 2013, will assume his new role on 1 April.

Current executive vice-president and North America president Sara Trilling will continue in her role with an emphasis on improving employee experience. She will report directly to Conway. In China, Belinda Wong and Molly Liu will maintain their leadership with Wong continuing as chairwoman and co-CEO and Liu continuing as co-CEO.

Joining the Starbucks executive team is Lynn Castonguay, who becomes the company's first executive vice-president, chief merchant and product officer. Castonguay's focus will be on developing new products and growth platforms. She most recently served as chief operating officer of Saputo. Starbucks has decided to dissolve the position of global chief marketing officer.

Marketing efforts will now be decentralised, with each geographic area establishing its own marketing team to address the specific needs of North America, China and other international locations.