Terry Dean Davenport
SVP, Marketing, Starbucks Corporation
Promoted in 2008 just days after former CEO Howard Schultz returned to run Starbucks, Terry Davenport now oversees the Company's overall marketing plan and calendar, product development, consumer insights, innovation and branding. For years Starbucks enjoyed exponential growth by focusing mostly on word-of-mouth marketing. But in a business climate where Starbucks has seen falling prices, volatile commodity costs and increased competition from more value-conscious brands, Davenport--a KFC, Arby's and Einstein Bagels veteran--has been asked to step up the Company's marketing profile. TV ads, more aggressive online interaction and new products all rolled out swiftly just months after Davenport took Starbucks' top marketing job. Starbucks does not want to cut prices, so Davenport is under pressure to keep customers coming back without using discounts as a draw.