Marketing leader of Snap transitions to Levi's Straus & Co.
In a recent press release, Levi Strauss & Co. announced the appointment of Kenny Mitchell as its new Chief Marketing Officer, effective from June 5. This move comes as the iconic American brand continues to leverage its longstanding presence in American culture and aims to cement its position as a true lifestyle brand.
Mitchell, who brings a wealth of experience from companies such as Snapchat parent Snap Inc., Gatorade, and McDonald's, is excited to be part of shaping the future of Levi's. He considers the brand as both a quintessential apparel brand and a cultural icon, and is eager to lead its marketing strategy with a focus on authentic storytelling rooted in inclusivity and purpose.
Under Mitchell's leadership, Levi's marketing strategy will emphasise purpose-driven, value-led storytelling and cultural relevance. This strategy will position Levi's as the "unofficial uniform of progress," referencing its heritage of cultural influence and iconic moments like Steve Jobs unveiling the iPod wearing Levi's to associate the brand with innovation and activism.
The new strategy will also place a strong focus on authentic activism and inclusivity. This is evident in Levi's 2025 Pride collection, designed by LGBTQ+ creators, and its nuanced expression of Pride, telling the brand story "through a queer lens." Levi's dedication to community values is also demonstrated through local partnerships and a longstanding commitment to Pride parades.
In addition, Levi's will centre consumer experience in both physical and digital realms. The brand will embrace social commerce and omnichannel retailing to stay relevant and connected to consumers, with efforts such as Buy Online, Pick-Up in Store (BOPIS) and digital sales growth of 15% year-over-year reflecting a strong digital marketing push aligned with consumer expectations.
Mitchell's strategy will also balance Levi's heritage with innovation and progressivism, signalling a blend of tradition and modern consumer engagement. This approach is designed to resonate deeply with diverse consumer segments while reinforcing Levi's identity as a progressive, culturally engaged brand.
As Levi's celebrates its 170th anniversary since its founding and the 150th anniversary of its iconic 501 jeans, it is expected that Mitchell's strategies will focus on building denim leadership equity, cementing Levi's position as a true lifestyle brand, and growing market share.
Meanwhile, Michelle Gass, the President of Levi's, is expected to take the CEO spot within a year. It appears that Gass is already building her team at Levi's, with Mitchell reporting to her. Karen Riley-Grant, who was the previous Chief Marketing Officer at Levi's, left the company in March.
The global community of Levi's fans can look forward to Mitchell's innovative and inclusive approach, as he expresses admiration for Levi Strauss & Co., calling it a "values-led company." Mitchell's confidence in Levi's ability to continue earning its place at the center of culture is shared by many, as the brand continues to evolve and adapt to the changing times.
- Kenny Mitchell, the new Chief Marketing Officer at Levi Strauss & Co., aims to leverage the brand's longstanding presence in American culture to cement Levi's as a true lifestyle brand, focusing on purpose-driven storytelling and cultural relevance.
- In line with this strategy, Levi's will prioritize authentic activism and inclusivity, as demonstrated by its 2025 Pride collection, designed by LGBTQ+ creators, and its commitment to community values.
- The brand will also strive to stay relevant and connected to consumers by embracing social commerce and omnichannel retailing, with a digital marketing push aligned with consumer expectations.
- As Levi's balances its heritage with innovation and progressivism under Mitchell's leadership, it aims to resonate deeply with diverse consumer segments while reinforcing its identity as a progressive, culturally engaged brand, particularly in the realm of fashion-and-beauty and business careers.
