Gowans will be reporting directly to CEO-to-be Michelle Gass.
Since 2011, Bergh has been steadily transforming Levi’s, organizing it to be a much more dynamic and publicly traded player focused more on its own direct-to-consumer businesses and, more recently, ramping up even more in digital.
A statement from Levi’s said having a chief digital officer is “key to managing the company’s primary growth drivers, including d-to-c revenue increases coming from productivity, service, loyalty and e-commerce acceleration.” Gowans said, “There’s a clear opportunity to accelerate the profitable growth of the d-to-c business and focus on key areas of the company where data science can make an impact.”
Gass is expected to move into the corner office within about 18 months and while she learns the ins and outs of Levi’s, her work with Gowans will give her a direct hand in changes that seem likely to shape the business during her tenure.
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