Levi Strauss & Co. has appointed former Nordstrom executive Jason Gowans as its senior vice president and chief digital officer.
Gowans, whose appointment is aimed at helping the company turn its digital arm into its main revenue contributor, will be charged with managing primary revenue growth drivers, including its direct-to-consumer (DTC) business, loyalty program, and e-commerce.
He previously spent ten years at Nordstrom in a variety of marketing, data science, and digital roles, most recently serving as senior vice president of digital commerce. During his tenure with Nordstrom, he helped grow the company’s digital business on Nordstrom.com and NordstromRack.com.
“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 (DTC) first,” said Chip Bergh, president and chief executive officer at Levi Strauss & Co.
"Jason's 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 e-commerce — and accelerate our growth."
Under the leadership of Gowans, the company’s engineering, data, AI, and digital product management teams will work together to execute its e-commerce and digital go-to-market strategies.
“I am excited to join Levi Strauss & Co. and build upon the success of the team’s direct-to-consumer efforts to date,” said Gowans. “With such an iconic brand and millions of consumers worldwide already shopping Levi.com, there’s a clear opportunity to accelerate the profitable growth of the DTC business and focus on key areas of the company where data science can make an impact.”
Gowans will report to Michelle Gass, president of LS&Co., and sit on the executive leadership team. His appointment will become effective February 6, 2023.
