The next time the woman standing in line behind you at Starbucks asks why you ordered that particular drink, be honest. It could be VP of global communications Valerie O'Neil.

Whether noting customers' experiences in person or via the customer service site, MyStarbucksIdea.com, O'Neil keeps customers at the forefront of her mind when shaping the coffee company's global communications platforms.

“Starbucks is a very personal brand,” says O'Neil. “Keeping the customer first in your mind is important... [The ...