Starbucks has appointed its first Chief Growth Officer (CGO), according to a report from the Chinese media outlet Late Post on Tuesday. The company has hired Tony Yang, the former partner and president of the digital marketing firm Tezign, for this role.
Starbucks and Tezign did not immediately respond to Reuters’ request for comment. This appointment follows a recent management reshuffle within the company. In September, Starbucks announced that Molly Liu would become the sole Chief Executive Officer of Starbucks China, while Belinda Wong, who previously served as co-CEO, will remain as chairwoman.
Starbucks is facing increasing competition in the Chinese market, where local, lower-priced brands such as Luckin and Manner have gained significant market share. For the fiscal year ending September 29, the coffee chain reported a 14% decline in comparable store sales in China, with both sales and prices decreasing. The average price dropped by 8%, and same-store transactions fell by 6%.
China is Starbucks’ second-largest market, following the U.S., with a total of 7,596 stores across the country as of September.