Levi Strauss appoints Jason Gowans as chief digital officer

Levi Strauss & Co. announced the appointment of Jason Gowans as chief digital officer as part of its strategy to managing the company’s primary growth drivers.
Levi Strauss digital investment for transformation
Levi Strauss earlier said its total revenues rose 1 percent to $1.5 billion in Q3 2022. Levi Strauss said its global digital revenues grew 9 percent and comprised approximately 21 percent of third quarter fiscal 2022 revenues.

In Americas, digital revenues of Levi Strauss grew 24 percent and represented 20 percent of the segment’s sales. In Europe, revenues through all digital channels declined 18 percent and represented 24 percent of the segment’s sales. In Asia, digital channels grew 13 percent and represented 17 percent of the segment’s sales.

In this new role within the company, Jason Gowans will focus on bringing together engineering, data, AI and digital product management to spearhead digital efforts both for ecommerce and the digital go-to-market. He will report to Michelle Gass, president, Levi Strauss, and will sit on the executive leadership team (ELT).

Last year, Levi Strauss announced how it plans to continue to grow the business, with digital being a main component. The appointment of a chief digital officer is key to managing the company’s primary growth drivers, including DTC revenue increases coming from productivity, service, loyalty and ecommerce acceleration.

Jason Gowans joins Levi Strauss from Nordstrom, where he spent the past 10 years in a variety of marketing, data science and digital roles, serving most recently as senior vice president of Digital Commerce, leading the growth of Nordstrom’s digital business on Nordstrom.com and NordstromRack.com.

Before that, he was senior vice president of data science and analytics, leading data science and analytics for the company across all functional areas, including marketing, digital, merchandising and supply chain.

Levi Strauss sells its products in more than 110 countries through a combination of retailers, department stores, online sites, and a global footprint of approximately 3,200 brand-dedicated stores and shop-in-shops. Levi Strauss & Co.’s 2021 revenues were $5.8 billion.