Starbucks changed the way I lead and serve after the Marine Corps

By Diego D., district manager

Content warning: This story contains potentially sensitive content about mental health, including depression and suicide. 

I was born in Peru and immigrated to the United States when I was younger. I eventually earned my citizenship through the Marine Corps. I love this country. I fought for this country, and I’ve had opportunities in the United States that I don’t think I ever would have had otherwise.  

I served in the Marine Corps from 2004 to 2008 as an infantry machine gunner with 3rd Battalion, 8th Marines, India Company. I completed two tours in Iraq, first in Fallujah and then in Ramadi. 

Joining the military wasn’t something I had planned. At the time, I was faced with a fairly simple decision: I could have nowhere to live, or I could join the military. My older brother had left a Marine Corps brochure sitting on a table. I saw it and thought, “You know what, this doesn’t seem like a bad idea.” 

I had absolutely no idea what to expect and I don’t know where or who I’d be without it. 

Finding my place after the military 

After I left the Marine Corp, transitioning out was one of the hardest periods of my life. 

You spend years being conditioned to think and operate in a certain way. You’re constantly aware of your surroundings. You read body language and look for the exits. Something as small as a piece of trash on the side of the road can trigger a response that takes you back to an experience you had overseas. 

Due to where we were stationed, we lost friends while we were deployed, and we’ve lost even more friends to suicide since coming home. Without a strong support system, transitioning back to civilian life can be really tough. I’ve been fortunate to have great family and great people around me who helped me navigate that transition. 

Eventually, I moved to New York and took a part-time retail job which challenged me in a completely different way.   I’m naturally an introvert, and this environment taught me how to connect with people and build relationships. 

When I moved back to Miami, I was recruited to Starbucks as a coffeehouse leader. The recruiter reached out for nearly six months before I answered the call. I initially thought Starbucks might simply be a good stepping stone for whatever I was going to do next. 

Then I experienced my first day. 

My trainer, district manager and regional director were there to welcome me. Before anyone talked about the business, performance or my responsibilities, we spent time talking about who we were and getting to know each other over a cup of coffee. 

I remember thinking, “Wow. Something’s different about this.” 

Learning to lead with empathy 

My first year at Starbucks was probably my toughest. 

The military had taught me how to accomplish a mission. So, when I became a coffeehouse leader, that was how I led. I drove and drove because I wanted results. I wasn’t celebrating my partners or bringing them along. I wasn’t asking for their perspectives or taking the time to understand where they were coming from. 

Eventually, my district manager gave me the feedback I needed to hear. I had to change. She trusted me enough to be honest with me, but she also helped me understand a different way of leading. That realization changed the way I led and development became my priority and my focus.  

Over 14 years with Starbucks, I’ve been able to watch partners grow from baristas to shift supervisors, coffeehouse leaders and district managers. For me, it always comes back to this: every partner matters.  

Continuing to serve 

My connection to the military community didn’t end when I left the Marines. 

I served for nearly five years as a co-chair of the Armed Forces Network, and I started attending Veterans’ events across Miami. At one recruiting event, I met Brian, a retired Marine Corps colonel. We started talking and discovered that his son and my younger brother, who is also a Marine, were serving in the same unit and were good friends. 

That chance meeting turned into a friendship that has lasted nearly a decade. Through Brian and Mission United, I became involved in an annual event supporting Veterans in Miami. Our partners show up in green aprons to serve food, coffee, beverages and pastries and, most importantly, spend time with the Veterans who attend. 

It’s work I’m extremely proud of. 

A new chapter 

I recently became a dad. My daughter, Ruby, is 8 months old. Through the benefits available to us at Starbucks, we were able to pursue IVF and welcome our daughter into the world. 

Starbucks has become part of my family’s story in ways I never expected. I met my wife through the company when we were both coffeehouse leaders. Bean Stock helped me put together the down payment for my first home alongside my VA benefits. I’ve used financial planning resources to help create stability for my family. And our health care benefits helped my wife and me welcome Ruby. 

Now, I think about what all of those experiences can teach my daughter. 

I want her to ask questions. I want her to be inquisitive and not take things at face value. I want her to understand that people come from different places, races, backgrounds and experiences. 

That has also changed what service means to me. 

At Starbucks, I’m in service of my partners. I have a responsibility to give them direction, support and opportunities to grow. We’re also in service of the farmers who grow and hand-pick our coffee and the many people whose livelihoods depend on the work we do. 

The world at times can be a lonely place. As a human race, we’re not going to get any better unless we come together. 

That’s what the Marine Corps began teaching me. It’s what my partners continue teaching me. And now it’s what I hope to teach my daughter.