Starbucks: Executive Thought Leadership.

As part of Starbucks’ reinvention strategy, Public Affairs needed a better way to scale executive storytelling. We built the foundation: a shared vision and editorial system, built from the ground up to deviler custom Linkedin playbooks that turned exec POV into audience-ready content.

Client

Starbucks

Role

Program Development, Content Strategy, Messaging Development, Measurement Plan

Content Marketing Playbook

Key Takeaway

One-off posts don’t build reputation — systems do. Starbucks needed its executive leadership to play a stronger role in its reinvention narrative. So instead of launching content, we built the strategic bedrock: a unified platform, a scalable framework, and 10 custom playbooks. The result: leadership storytelling that’s credible, repeatable, and aligned with company priorities.

Context

From scattered signals to strategic voice.

Public Affairs knew leadership storytelling could be more than occasional visibility — it could become a strategic advantage.

As Starbucks accelerated its reinvention strategy, the executive team needed a shared system to engage key audiences, communicate transformation priorities, and bring its mission to life. But consistent visibility across a diverse set of voices isn’t just a messaging challenge — it’s an operational one.

The goal wasn’t to post more. It was to design a system that could scale with purpose, flexibility, and intent. We called it ELT Voices.

Approach

Designing the platform, together.

Co-creating the foundation

We partnered with Public Affairs to define a shared vision for ELT Voices — aligning every message, format, and milestone to Starbucks’ reinvention plan and stakeholder strategy.

Co-creating the foundation

We partnered with Public Affairs to define a shared vision for ELT Voices — aligning every message, format, and milestone to Starbucks’ reinvention plan and stakeholder strategy.

Co-creating the foundation

We partnered with Public Affairs to define a shared vision for ELT Voices — aligning every message, format, and milestone to Starbucks’ reinvention plan and stakeholder strategy.

Messaging, not just media

We developed a flexible narrative architecture, giving every executive a unique voice while laddering up to a unified transformation message — from partner culture to digital growth.

Messaging, not just media

We developed a flexible narrative architecture, giving every executive a unique voice while laddering up to a unified transformation message — from partner culture to digital growth.

Messaging, not just media

We developed a flexible narrative architecture, giving every executive a unique voice while laddering up to a unified transformation message — from partner culture to digital growth.

System-first, not post-first

We built a complete operational blueprint: channel strategy, editorial workflows, collaboration models, and governance systems — everything needed to make leadership storytelling sustainable.

System-first, not post-first

We built a complete operational blueprint: channel strategy, editorial workflows, collaboration models, and governance systems — everything needed to make leadership storytelling sustainable.

System-first, not post-first

We built a complete operational blueprint: channel strategy, editorial workflows, collaboration models, and governance systems — everything needed to make leadership storytelling sustainable.

Solution

Playbooks that amplify leadership POV, not workload.

Bespoke playbooks

We developed 10 executive-specific playbooks — each one translating leadership voice into a strategic system of pillars, formats, and guidance, built to activate content without constant reinvention.

Bespoke playbooks

From POV to publish

Every playbook included a ready-to-use editorial calendar, briefing workflow, and format mix — giving execs and their teams a frictionless path from idea to post.

From POV to publish

Every playbook included a ready-to-use editorial calendar, briefing workflow, and format mix — giving execs and their teams a frictionless path from idea to post.

From POV to publish

Every playbook included a ready-to-use editorial calendar, briefing workflow, and format mix — giving execs and their teams a frictionless path from idea to post.

Transformation Alignment

Key company moments and milestones were intgerated into each playbook, ensuring storytelling alignment with the larger Public Affairs narrative.

Transformation Alignment

Key company moments and milestones were intgerated into each playbook, ensuring storytelling alignment with the larger Public Affairs narrative.

Transformation Alignment

Key company moments and milestones were intgerated into each playbook, ensuring storytelling alignment with the larger Public Affairs narrative.

Momentum from day one

We launched during Global Coffee Week with coordinated ELT publishing — turning strategy into action and creating early momentum with measurable impact.

Momentum from day one

We launched during Global Coffee Week with coordinated ELT publishing — turning strategy into action and creating early momentum with measurable impact.

Momentum from day one

We launched during Global Coffee Week with coordinated ELT publishing — turning strategy into action and creating early momentum with measurable impact.

Results