Starbucks trains new Creative Director

FILE - In this Friday, April 27, 2012, photo, a Starbucks drink waits for a customer to pick it up as barista Josh Barrow prepares another at left  in Seattle. The world's biggest coffee chain is asking employees at cafes in the Washington, D.C., area to scribble the words "Come Together" on cups for drink orders on Thursday and Friday. CEO Howard Schultz says the words are intended as a message to lawmakers about the damage being caused by the divisive negotiations over the "fiscal cliff." It's the first time employees at Starbucks cafes are being asked to write anything other than customers' names on cups.  (AP Photo/Ted S. Warren, File)

Steve’s breakdown: We hear Leanne Fremar, the new executive creative director, has to do time as a barista before she starts getting all creative. Hilarious! Anyway, she’ll be the one to contact when you come up with a great way to sell more coffee!

SEATTLE, WA: Starbucks Corporation announces the appointment of Leanne Fremar as senior vice president, executive creative director, reporting to Sharon Rothstein, Starbucks global chief marketing officer. In this role, Fremar will lead the creative development of all Starbucks global brand initiatives and marketing campaigns including, digital creative, packaging, as well as oversight of the branding, creative and marketing of Starbucks Roasteries and the Reserve brand. Her responsibilities include the partnership with 72 & Sunny, Integer Group and Spark, leading a more than 100 person in-house Creative Studio based in Seattle.

“Starbucks brand legacy has truly been about creative and emotional storytelling, which has been built and nurtured from within our own in-house team,” said Rothstein. “Leanne brings 20 years of marketing and creative expertise from some of the most iconic and admired apparel and fashion brands. Her strategy, vision and dynamic leadership will guide us into the next evolution of creative expression at Starbucks.”

“I’ve had the opportunity to lead world-class design and marketing organizations and I am honored to join Starbucks and help shape the future of our creative studio team and the brand expression,” said Fremar.

Most recently, Fremar served as Under Armour’s senior vice president, executive creative director for its Women’s and Concept Divisions responsible for the vision and aspiration of the brand through all elements of its product and brand experiences. Prior to Under Armour, Fremar held senior positions at Theory, Gucci Group, and Polo Ralph Lauren and began her career in New York City at The Museum of Modern Art, according to Starbucks.

Fremar’s position is effective in October and begins with a three-week in-store barista and coffee immersion spanning the globe.

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