Levi Strauss & Co. announced that the company is expanding its executive leadership team with two immediate appointments, emphasizing the company's dedication to pivoting fully to a DTC-first, brand-led business model. Levi?s Chief Marketing Officer Kenny Mitchell and newly promoted Chief Merchandising Officer Dawn Vitale will join the executive leadership team, which, under Gass?

leadership, is responsible for setting the company's overall direction and overseeing all major strategic, financial and operational decisions. In addition, Gass announced the company?s plans to hire a president and chief commercial officer who will join the executive leadership team and be responsible for shaping global commercial strategy and accelerating growth and profitability for the Levi?s brand. These changes reflect Gass' commitment to prioritizing growth and a consumer-centric approach throughout LS&Co.

Kenny Mitchell, Levi?s chief marketing officer: Mitchell brings more than 20 years of global brand-building experience to the Levi?s brand. He joined LS&Co. in 2023 from Snap, parent company of Snapchat, where he served since 2019 as chief marketing officer and led the growth of the platform?s global community, advertising base and developer partners.

Dawn Vitale, chief merchandising officer: Vitale is an accomplished senior merchandising executive with more than 20 years of experience in apparel category development and market expansion across international wholesale and retail channels. Prior to joining LS&Co. in 2018, she served as vice president of Tommy Jeans and head of merchandising for Calvin Klein jeans at PVH Corp., where she helped to introduce the brands to new consumers and build market share.