"Starbucks has poached a senior manager from E.l.f. Cosmetics as part of its ongoing quest to re-energize the Starbucks brand through cultural collaborations. Neiv Toledano has joined Starbucks as its senior marketing manager of fashion and beauty. While Starbucks has always had employees who have worked on collaborations, including in the fashion and beauty spaces, this is a first-of-its-kind dedicated role and a signal that Starbucks is placing a bigger premium on these types of partnerships."
"At E.l.f., Toledano worked on collaborations with buzzy brands like Stanley and Liquid Death. In a LinkedIn post, Toledano said she'll be "combining my greatest passions to drive culture, fandom, and buzzworthy moments" for the Starbucks brand. Toledano's role sits on the Brand Activation team, which is led by Candice Beck, Starbucks's vp of brand engagement, partnership marketing and experiences. Beck joined Starbucks seven months ago from Yahoo's Creative Lab and, before that, was director of social and influencer at Chipotle."
"Starbucks CEO Brian Niccol, who took on the top job in September 2024, has said that getting back into culture with an " overhauled approach to marketing " is one of his top priorities as he executes his "Back to Starbucks" turnaround plan. And to do so, Starbucks is leaning more into cultural moments across industries like music and sports, not just fashion and beauty."
Starbucks recruited Neiv Toledano from E.l.f. Cosmetics to serve as senior marketing manager of fashion and beauty, establishing the company's first dedicated role for that space. The hire signals a stronger emphasis on brand collaborations and cultural partnerships. Toledano brings experience with buzzy partnerships like Stanley and Liquid Death and will work on the Brand Activation team under VP Candice Beck. CEO Brian Niccol prioritizes returning Starbucks to cultural relevance through an " overhauled approach to marketing " as part of the "Back to Starbucks" turnaround, with focus across music, sports, fashion and beauty. Comparable-store sales in North America were flat, improving from the prior-year decline.
Read at Digiday
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