Starbucks has promoted Adam Brotman to chief digital officer, the company confirmed on March 9. In his new role, Brotman will oversee Starbucks’ digital
businesses, which include online, loyalty cards, mobile and social media
development. He will report directly to Starbuck’s chairman and CEO Howard Schultz.
Brotman previously served as SVP of Starbucks Digital Ventures. He joined Starbucks in 2009. He served as SVP of Corbis, an e-commerce company, prior to joining Starbucks.
Starbucks has been investing in its digital media outreach for years. In Feb. of last year, the company started a program that allowed mobile payments at Starbucks stores. The app, which can be loaded like a gift card, allows users to swipe their phones to pay for coffee. In Oct. 2010, the company launched an online community for in-store consumers called The Starbucks Digital Network. The Network was integrated with Foursquare and allowed consumers to monitor their Starbucks rewards.
“There has been a seismic shift in consumer behavior in large part because of the rapid adoption of social and digital media as a primary means of connection and communications,” Schultz said, in a statement. “We have recognized this shift and have made it a priority.”
Starbucks also promoted Curt Garner to chief information officer on March 9.