Big coup for J. Crew as it nabs digital star from Starbucks
J. Crew Group has added a digital star to its executive team as the apparel retailer looks to technology to help turnaround its struggling business.
J. Crew named Adam Brotman to the newly created position of president and chief experience officer. Brotman, who will report to CEO Jim Brett, arrives at J. Crew after nine years at Starbucks Corp., where he is credited with helping to turn the coffee giant into a digital leader in the retail/restaurant industry.
Brotman most recently served as an executive VP, global retail operations and partner digital engagement, at Starbucks. Prior to that, he was the chain’s chief digital officer, responsible for the company’s digital platform.
Brotman is credited with overseeing many of Starbucks’ digital initiatives, including its popular mobile ordering and payment service and loyalty card. He was also responsible for the chain’s in-store digital experiences, including the Starbucks Digital Network. (At the end of 2017, mobile order and pay accounted for 11% of transactions at U.S. company-operated stores. Loyalty card users accounted for 37% of net revenue in the same.)
Prior to joining Starbucks in 2009, Brotman held several key leadership positions at leading digital media companies, including CEO role of Barefoot Yoga Company, a Seattle-based e-commerce company. He also was the founder, chairman and CEO of PlayNetwork, a major provider of in-store digital media and entertainment services.
"Adam's experience with global field operations and cutting-edge consumer-facing digital platforms makes him an invaluable partner in shaping and driving J.Crew Group's strategic initiatives to the next level," Brett said. “Adam will help us establish customer relationships that leverage all our channels, helping us to serve them in ways that are more meaningful and relevant to how they shop and live."
J.Crew is working to energize its business after two years of disappointing results. In its third quarter, total revenues decreased 5% to $566.7 million, and same-store sales fell 9%. The company’s namesake brand continued to struggle, with a 12% decrease in same-store sales. Its smaller Madewell brand, however, continued to surge with a 13% increase in same-store sales.
“Our goal is to reinvigorate the J.Crew Brand to reflect the America of today and to continue to drive strong momentum in the Madewell Brand,” stated Brett, who took the reins as CEO from Millard “Mickey” Drexler in 2017.
J. Crew named Adam Brotman to the newly created position of president and chief experience officer. Brotman, who will report to CEO Jim Brett, arrives at J. Crew after nine years at Starbucks Corp., where he is credited with helping to turn the coffee giant into a digital leader in the retail/restaurant industry.
Brotman most recently served as an executive VP, global retail operations and partner digital engagement, at Starbucks. Prior to that, he was the chain’s chief digital officer, responsible for the company’s digital platform.
Brotman is credited with overseeing many of Starbucks’ digital initiatives, including its popular mobile ordering and payment service and loyalty card. He was also responsible for the chain’s in-store digital experiences, including the Starbucks Digital Network. (At the end of 2017, mobile order and pay accounted for 11% of transactions at U.S. company-operated stores. Loyalty card users accounted for 37% of net revenue in the same.)
Prior to joining Starbucks in 2009, Brotman held several key leadership positions at leading digital media companies, including CEO role of Barefoot Yoga Company, a Seattle-based e-commerce company. He also was the founder, chairman and CEO of PlayNetwork, a major provider of in-store digital media and entertainment services.
"Adam's experience with global field operations and cutting-edge consumer-facing digital platforms makes him an invaluable partner in shaping and driving J.Crew Group's strategic initiatives to the next level," Brett said. “Adam will help us establish customer relationships that leverage all our channels, helping us to serve them in ways that are more meaningful and relevant to how they shop and live."
J.Crew is working to energize its business after two years of disappointing results. In its third quarter, total revenues decreased 5% to $566.7 million, and same-store sales fell 9%. The company’s namesake brand continued to struggle, with a 12% decrease in same-store sales. Its smaller Madewell brand, however, continued to surge with a 13% increase in same-store sales.
“Our goal is to reinvigorate the J.Crew Brand to reflect the America of today and to continue to drive strong momentum in the Madewell Brand,” stated Brett, who took the reins as CEO from Millard “Mickey” Drexler in 2017.