Kenny Mitchell, who has been the Chief Marketing Officer at Snap Inc. for nearly four years, will take on the same role at Levi’s on June 5th. Mitchell, who has experience at Gatorade and McDonald’s, will report to Levi’s President Michelle Gass. According to a press release from Levi’s, Mitchell will be responsible for advancing brand marketing strategies, “focused on building denim leadership equity, cementing its position as a true lifestyle brand and growing market share.”

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Karen Riley-Grant, a Levi’s veteran who had been the Chief Marketing Officer for the last two years, left in March, according to her LinkedIn page. Gass is slated to take the CEO spot in about a year, and appears to be building her team already.

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In a statement, Gass said, “With Kenny onboard, I have full confidence in our ability to continue earning our place at the center of culture and building our global community of Levi’s fans.”

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Mitchell also released a statement, saying, “I have long admired the enduring global relevance of Levi’s as both a quintessential apparel brand and cultural icon. It is an honor to be part of shaping the future of the greatest story ever worn.”

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This year marks the 170th anniversary of Levi’s founding and the 150th anniversary of its iconic 501 jeans. The company has leveraged its longevity and place in American culture in its marketing campaigns for decades. Inclusivity has been a key message almost from the beginning — the two-horse image on its signature leather patches was designed in the Wild West era to communicate to people of all languages, including those who couldn’t read or write.

According to Retail Dive, Mitchell’s appointment is the latest move in Gass’s efforts to build her team ahead of her expected CEO role in about a year. With Mitchell’s experience in marketing and Gass’s leadership, Levi’s is well-positioned to continue its legacy of inclusivity and cultural relevance.
Sources: https://www.retaildive.com/news/snap-chief-marketing-officer-kenny-mitchell-levis/648287/