Levi's Appoints New CMO
San Francisco–based Levi’s has appointed Rebecca Van Dyck as its global chief marketing officer. Van Dyck, an alum of Apple Inc., where she held the post of senior director of worldwide marketing and communications, will be responsible for the development and implementation of fully integrated marketing strategies across all of the brand’s product categories and consumer communication channels.
“Becca is a world-class marketer whose deep understanding of consumer behavior and innovative approach to engaging with consumers will help take the Levi’s brand to the next level,” said Robert Hanson, president of the global Levi’s brand, in a statement. “Her proven success in creating and managing consistent and disciplined marketing experiences across diverse geographies and cultures will be a tremendous asset.”
Van Dyck, who is credited as the “primary architect” of the Nike “Just Do It” campaign when she was working for an advertising agency, said Levi’s is “one of the world’s most innovative and iconic brands, and I am looking forward to building upon its heritage.”
Levi’s, which makes denim and related sportswear, is sold in more than 110 countries worldwide. Its parent company, Levi Strauss & Co., valued at $4.4 billion, sells a wide variety of products under the Levi’s, Dockers and Denizen brands and operates 470 stores in 27 countries.—Erin Barajas
