Levi Strauss & Co. names social media exec as chief marketing officer

A marketer with more than 20 years of experience is joining the leadership team at Levi Strauss.

The denim giant appointed Kenny Mitchell as senior VP and chief marketing officer of the Levi’s brand, effective June 5. Mitchell, who will report to Michelle Gass, president, Levi Strauss & Co., will be responsible for advancing the Levi’s brand’s consumer marketing strategies, focused on building denim leadership equity, cementing its position as a true lifestyle brand and growing market share.

Most recently, Mitchell served as chief marketing officer for Snapchat parent company Snap Inc., where he led the growth of the platform’s global community, advertising base and developer partners.

Prior to that, he served as VP of marketing — brand content and engagement at McDonald’s, where he established the company’s strategic brand and consumer marketing agenda.

Mitchell, who sits on the e.l.F. beauty board, also served as head of consumer engagement at Gatorade (PepsiCo), implementing strategies that supported record revenue and profit growth.

“Kenny is widely recognized as an innovative marketing leader and talent builder, with an impressive track record of growing global brands and pioneering digital marketing strategies to accelerate value creation,” said Gass. The former Kohl’s CEO departed the department store retailer in late 2022 to join Levi Strauss in a role that positions her to succeed Chip Bergh as CEO of the company.

“It is especially fitting to have someone of his exceptional caliber join our Levi’s team in this milestone year, further positioning us for long-term growth and operational success as we celebrate the 150th anniversary of the 501 jean and the 170th year of the company’s founding,” added Gass.

Levi Strauss products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites. The company has a global footprint of approximately 3,200 brand-dedicated stores and shop-in-shop.

“I am thrilled to join a values-led company like LS&Co. and grateful for the opportunity to work alongside their enormously talented teams to help expand the reach and strength of the Levi’s brand,” Mitchell said. “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.”