Crook is not shy of a challenge. When she left Vodafone to take on her current role at the beginning of the year, Starbucks was still reeling from the furore over its tax arrangements in the UK. With consumers campaigning against the brand and calling for a boycott, Starbucks found itself in real need of a clever and sensitive marketing strategy.
Crook’s influence has yet to shine through, but there is no doubt that she will need all the clear focus and creative nous for which she is known if she is to rehabilitate the brand’s image. Don’t bet against this formidable, but warm and friendly, woman pulling it off.