The Levi’s brand named Apple executive Rebecca Van Dyck as its new global chief marketing officer. She will officially join the company on April 19, reporting to Robert Hanson, president of the global Levi’s brand, a unit of San Francisco-based Levi Strauss & Co.
This story first appeared in the March 3, 2011 issue of WWD. Subscribe Today.
Van Dyck is currently senior director of worldwide marketing and communications for Cupertino, Calif.-based Apple Inc. and will exit that company in mid-April. In that position, Van Dyck led the global marketing and communications strategies for the launches of the iPhone and iPad, among other duties. Apple introduced the new iPad 2 at an event in San Francisco Wednesday.
“She has the ability to connect world-class and iconic products with effective marketing messages,” said Hanson. “She has been part of a leadership team that’s provided a clarity of vision and brand discipline that has helped Apple become what it is today. Also, this is a really interesting time in the consumer marketplace, and someone with digital experience will be a great asset to our digital and social media platforms.”
At Levi’s, Van Dyck will fill the chief marketing officer role that has been vacant since Jaime Szulc left the position last August to become president of the Latin American region at Goodyear Tire & Rubber Co. Van Dyck will be responsible for developing and implementing integrated marketing strategies and campaigns across all Levi’s product categories and across all consumer channels.
“Levi’s is one of the world’s most innovative and iconic brands and I’m looking forward to building upon its heritage,” said Van Dyck.
Prior to her time at Apple, Van Dyck spent the bulk of her career working on the Nike account at the ad agency Wieden + Kennedy, where she became a key architect of its “Just Do It” campaign. She managed the Nike account on three continents and led the brand’s global World Cup and Olympic campaigns.