US denim giant Levi Strauss & Co has created a consolidated product, innovation and supply chain organisation as it looks to better streamline decision-making and consolidate accountability for core business growth drivers.

The new organisation combines the key product functions of design, merchandising, product development and planning into a single team, while further integrating supply chain into the consumer journey. It also enhances Levi Strauss’ opportunity to fully leverage emerging innovations like Project FLX technology.

Levi supply chain officer Liz O’Neill will head up the new organisation in the role of executive vice president and president. She will be responsible for the end-to-end view of the product lifecycle, from ideation to what ultimately shows up in stores and online.

The move is one of a number being made by the company as it looks to accelerate direct-to-consumer growth, consolidate end-to-end accountability, and elevate marketing.

“As we adapt to the changing retail environment in pursuit of our long-term goals, the leadership changes we are announcing will accelerate our drive to deliver sustainable, profitable growth around the world,” says Chip Bergh, president and CEO of Levi Strauss & Co.

Also established is a new direct-to-consumer organisation led by Marc Rosen, previously head of the company’s e-commerce business. He will now be responsible for delivering a seamless consumer experience across both brick-and-mortar and e-commerce.

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In a bid to elevate the importance of data and analytics, Levi Strauss has also created a new strategy and analytics organisation, reflecting the company’s belief it has “an untapped competitive advantage in unleashing the power of data and analytics”. The company is currently recruiting for an executive to lead this organisation.

“With these shifts, we are creating a ‘designed-for-the-future’ organisation – one that is poised to take advantage of innovation and reflect how consumers shop,” Bergh says. “Levi Strauss & Co. has never been stronger, and we expect these actions to accelerate our momentum and position us to win for the long term.”

Other changes include the promotion of Jen Sey to senior vice president and chief marketing officer, and the departure of James “JC” Curleigh, president of global brands, who has announced his plans to leave the company to pursue new opportunities.