Levi's appoints CMO and first product chief in executive revamp

Jennifer Tey fills gap left by former chief marketing officer who left 18 months ago to join Facebook

Leading fashion brand, Levi’s, has brought on a new global CMO among a raft of senior management appointments aimed at increasing its share of consumer wallets.

Jennifer Tey was formerly senior vice-president of ecommerce and takes the reins as global CMO with responsibility for marketing strategies across all brand product categories. She fills a role that has been empty since February last year, following the departure of former CMO, Rebecca Van Dyck, to head up consumer marketing at Facebook.

Tey is joined by Levi’s first chief product officer, Karen Hillman, who will be responsible for innovating the company’s men and women series worldwide. She was most recently global head of product creation at Calvin Klein Jeans and Accessories and previously spent 20 years with Gap.

Levi’s has also promoted head of men’s merchandising, Grant Barth, to the newly created role of chief merchandising officer. All three roles will report directly to Levi’s executive vice-president and president of the Levi’s brand, James Curleigh.

“We’re evolving the Levi’s brand leadership team to include a global product creation, merchandising and marketing structure to help increase our share of consumers’ closets around the world,” said Curleigh.

“We are confident that the changes we’re making will allow us to build on the brand’s heritage, expand the relationship with our loyal fans and continue to create innovative product solutions to connect with a new generation of fans.”

Mint Wireless hires its first CMO
Facebook hires Google marketing veteran as its first CMO Jetset appoints CMO to lead customer and brand transformation

Tey has 20 years’ marketing experience across brands such as Banana Republic, Foote, Cone and Belding. She joined Levi’s in 1999 and has had a variety of roles during that time including senior vice-president of marketing for the Dockers brand and vice-president of global marketing for the Levi’s brand. She was responsible for reintroducing the Dockers brand, globally relaunching Levi’s 501 jeans in 2008, and repositioning the company’s women’s business through the Curve ID ‘shape not size’ initiative.

The news comes just a month after parent company, Levi Strauss and Co, introduced several regional presidents for the Americas, Europe and Asia to strengthen its global brands, as well as a new chief communications officer, Kelly McGinnis. All report to company president and CEO, Chip Bergh.

Check out our exclusive CMO profiles

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in