In his first week on the job, CEO Brian Niccol said improved the company's branding was one of his four priorities to turn around the U.S. business.

Starbucks Corp. hired a former Chipotle Mexican Grill Inc. executive to lead a key priority for new boss Brian Niccol: restoring the company’s coffeehouse vibe.

Tressie Lieberman, who has worked with Chipotle, Taco Bell and Pizza Hut, will oversee marketing for the coffee shop giant.

Starbucks announced Friday the appointment of former Chipotle marketing executive Tressie Lieberman as the Seattle-based company’s first global chief brand officer. CEO Brian Niccol announced the creation of the new position last month as a way to ensure “clear accountability under a single leader” regarding consistent portfolio-wide brand experience.