Jeans maker Levi Strauss & Co. said Wednesday that it has lured way one of Apple Inc.'s top advertising executives to become the chief marketing officer of the Levi's brand.
Rebecca Van Dyck joins San Francisco-based Levi Strauss after spending the past four years as Apple's senior director of worldwide advertising. While working at Cupertino-based Apple Van Dyck helped craft the marketing campaigns that turned the company's iPhone and iPad into hot-selling gadgets that have transformed the mobile computing market.
In her new job, Van Dyck will be promoting a well-known brand that has lost some of its luster during the past decade while rival jeans makers introduced trendier designs. Levi Strauss has been making a comeback recently; its sales last year increased 7 percent to $4.4 billion.
Van Dyck, 41, will try to build on that momentum by conjuring some of the marketing magic that worked at Apple and in her previous work on ad campaigns for Nike Inc.
"Becca is a world-class marketer whose deep understanding of consumer behavior and innovative approach to engaging with consumers will help take the Levi's brand to the next level," said Robert Hanson, president of the Levi's brand.
Levi Strauss spent $328 million, a 23 percent increase from 2009.
Van Dyck is scheduled to start her new job April 19.