Starbucks ($SBUX) has appointed a new global brand chief as incoming CEO Brian Niccol shakes up the retail coffee chain. Starbucks has named

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

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.

Tressie Lieberman will join Starbucks on Nov. 4 as chief brand officer, the company said in an emailed statement Friday. She will lead marketing, product development, digital, creative and analytics.