Levi Strauss appoints new chief marketing officer

Levi Strauss & Co has recently announced the appointment of Kenny Mitchell as senior vice president and chief marketing officer of the brand, effective from June 5. 

Mitchell will be responsible for advancing the brand’s consumer marketing strategies, focused on building denim leadership equity, cementing its position as a lifestyle brand and growing market share.

Michelle Gass, president of Levi Strauss and Co, said: “Kenny is widely recognised as an innovative marketing leader and talent builder, with an impressive track record of growing global brands and pioneering digital marketing strategies to accelerate value creation. With Kenny onboard, I have full confidence in our ability to continue earning our place at the centre of culture and building our global community of Levi’s fans.”

Mitchell has more than 20 years of brand-building experience in the U.S. and internationally, in addition to deep digital, creative and innovation expertise. He joins Levi Strauss and Co from Snap, parent company of Snapchat, where he has served since 2019 as chief marketing officer and led the growth of the platform’s global community, advertising base and developer partners. 

Prior to this, Mitchell was vice president of brand content and engagement for McDonald’s USA, where he established the company’s strategic brand and consumer marketing agenda. He also served as head of consumer engagement at Gatorade, implementing strategies that supported record revenue and profit growth. 

Regarding his appointment, Mitchell said: “I am thrilled to join a values-led company like LS&Co and grateful for the opportunity to work alongside their enormously talented teams to help expand the reach and strength of the Levi’s brand. I have long admired the enduring global relevance of Levi’s as both a quintessential apparel brand and cultural icon. It is an honour to be part of shaping the future of the greatest story ever worn.”