Levi Strauss & Co. (NYSE: LEVI) announced on February 11, 2025, a series of strategic leadership changes aimed at accelerating its evolution into a top-tier omnichannel retailer. The company’s press release highlights its commitment to optimizing the Levi’s® brand and enhancing operational efficiencies to better serve its consumer base.

1. Aiming for Best-in-Class Retailing

Michelle Gass, President and CEO of Levi Strauss & Co., expressed confidence in the company’s transformative journey over the past year. “We believe success is built on clarity of purpose and the ability to adapt, and that’s exactly what we’re doing,” Gass stated. The leadership changes are part of a broader strategy to align the company’s structure with its operational goals, ultimately driving sustainable and profitable growth.

2. Key Organizational Changes

The press release detailed several significant leadership appointments and role expansions:

Expanded Roles

Karyn Hillman, previously Chief Product Officer, will now oversee Merchandising in addition to Design. Hillman, a seasoned veteran with over 30 years of experience, is expected to enhance the overall vision and roadmap for Levi’s® products. Her background in building global brands and creating innovative product assortments positions her as a key player in the company’s strategic direction.

Jason Gowans has been promoted to Chief Digital and Technology Officer, where he will manage both digital and enterprise technology functions. This role is crucial for streamlining processes and enhancing LS&Co.'s digital capabilities.

Harmit Singh, Chief Financial and Growth Officer, will now also lead the company’s Transformation program. This initiative aims to improve structural economics and support the company’s growth and profitability objectives.

Gianluca Flore, Chief Commercial Officer, will now oversee Licensing and Planning, focusing on tighter alignment between sales and inventory management.

New Appointment

Bernard Bedon has been named Chief Human Resources Officer, effective March 3. Bedon joins LS&Co. from Nike, bringing nearly three decades of HR experience. His expertise in leading complex global change initiatives will be instrumental in navigating the company through its transformation.

Retirement Announcement

Liz O’Neill, the current Chief Operations Officer, announced her intention to retire after nearly 12 years with LS&Co. The role will be replaced by a new Chief Supply Chain Officer focused on enhancing supply chain agility and innovation.

3. Streamlining for Growth

These leadership changes are designed to not only streamline decision-making but also to reduce complexity and foster innovation. The overarching goal is to align LS&Co.'s structure with its strategic priorities, which include enhancing consumer experiences and driving long-term profitability.

4. About Levi Strauss & Co.

Levi Strauss & Co. is one of the world's leading brand-name apparel companies, known for its iconic jeanswear. The company’s portfolio includes brands like Levi's®, Dockers®, and Beyond Yoga®. With a presence in approximately 120 countries and a reported net revenue of $6.4 billion for 2024, LS&Co. continues to solidify its position as a key player in the global apparel market.

For more information, visit Levi Strauss & Co. or check their financial news at LS&Co. Investors.

As Levi Strauss & Co. embarks on this transformative journey, investors and consumers alike will be watching closely to see how these strategic changes shape the future of this iconic brand.

Original press release