Levi’s hires Snapchat CMO in the same role

Colleen DeCourcy is Snap’s new head of marketing, while retaining her title as chief creative officer, a Snap spokesperson told Ad Age. Last year, DeCourcy joined Snap after her tenure at Wieden+Kennedy as global chief creative officer and president.

“Kenny is widely recognized as an innovative marketing leader,” Michelle Gass, president of Levi Strauss & Co., said in the company’s announcement. “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.”

Mitchell called Levi’s the “quintessential apparel brand and cultural icon,” in the announcement of his new role. The Levi Strauss company hit its 170th anniversary this year and its iconic 501 jean is 150 years old.

See Levi’s ‘The Greatest Story Ever Worn’ campaign

Levi’s is a traditional brand, but it has been exploring how to incorporate technology into its marketing, which brings new possibilities and risks. Last month, Levi’s announced it would use AI-generated models to showcase more diversity to reflect its consumers. In the attempt to embrace the generative AI trend, there was a backlash against how the brand suggested it could create fake diversity and bypass real people.

Read more: Levi’s AI models diversity push prompts backlash

Mitchell begins at Levi’s on June 5. He will report to Gass, the former Kohl’s CEO who joined Levi Strauss as president earlier this year and is set to succeed Chip Bergh as CEO.

Along with the Levi’s brand, the Levi Strauss portfolio includes Dockers, Denizen and other brands. Levi Strauss reaffirmed its annual revenue forecast earlier this month, calling for 1.5% to 3% growth, to $6.3 to $6.4 billion, and reported that first-quarter revenue rose 6%, to $1.69 billion.