Levi's ramps up data strategy with first digital chief

Levi Strauss & Co has appointed its first chief digital officer, in a move designed to bring together the brand’s engineering, data, AI and digital product management and drive ecommerce and the digital strategy.

Jason Gowans, who also becomes senior vice-president, joins from US luxury department store chain Nordstorm, where he has spent the past decade. During this time, Gowans has held several positions across marketing, data, science and digital, most recently serving as senior vice president of digital commerce.

In this new position, Gowans will report to Levi’s president Michelle Gass and sit on the executive leadership team.
His appointment comes a year after the retailer announced plans to put digital and data at the heart of the business.

The firm said Gowans’ appointment is key to managing its primary growth drivers, including direct to consumer revenue from productivity, service, loyalty and ecommerce acceleration.

Levi’s president and chief executive Chip Bergh said: “Jason is a seasoned leader with a proven track record and expertise in creating digital experiences that delight consumers, and I have no doubt that he will help us accelerate our strategies to digitally transform the company and be direct-to-consumer first.

“His deep knowledge of data science, combined with his strong digital expertise, will help us digitally transform all parts of our business — from supply chain to marketing to ecommerce — and accelerate our growth.”

Gowans added: “In a world where the competition is a click away, brands matter more than ever, and the chance to help grow an absolute culture-defining, global icon with an A+ team is an incredible opportunity.”

Last year, the brand launched a new marketing campaign, inspired by the original Levi’s 1970s Fresh Produce collection, and showcased a line of sustainably dyed clothing and accessories in vibrant colourways, designed for both men and women.