Levi Strauss & Co has named Liz O'Neill COO in a senior leadership reshuffle designed to help elevate the Levi's brand and accelerate the company's digital transformation.

The denim giant said the management changes will help it to fully embrace agility and digitisation to respond more quickly and effectively in the marketplace. 

As shared in the company's most recent quarterly financial announcement, LS&Co is working to further its namesake brand, diversify with an increased focus on direct-to-consumer (DTC) and prioritise the digitisation of its business to deliver value and help the company emerge stronger and more profitable. 

As COO, O'Neill will build on the strength of the operational backbone of LS&Co's global supply chain by driving digitisation, sustainability, and agility, including the ongoing rollout of the company's FLX technology.

Meanwhile, chief marketing officer Jen Sey is being promoted to brand president. The Levi's brand organisation will bring together marketing, design, merchandising, and brand experience to drive a centre-led brand vision and execute with a consumer-centric focus globally.

Seth Ellison, previously executive vice president and president, Europe, will assume the role of chief commercial officer (CCO), leading the company's global commercial operations. As CCO, Ellison will leverage the diversification and DTC-first mindset successfully operationalised in Europe to amplify commercial growth across all channels and markets.

To accelerate the company's digital transformation, Marc Rosen, executive vice president and president, Americas, is taking on an additional role leading a new Digital Enterprise Office. In this capacity, Rosen will work with technology, business, data, and artificial intelligence leaders across the company to set the company's enterprise-wide digital agenda.

All four will take up their new roles on 30 November, reporting to CEO Chip Bergh.

"By doubling down on the company's key growth drivers — the continued strengthening of our greatest asset, the Levi's brand; leading with DTC and diversifying our business; and fully embracing digital to transform our operations and processes — we are capitalising on the opportunities created by the global pandemic, which has accelerated changes in consumer behaviour and the competitive landscape," Bergh said.

"With an industry-leading management team, LS&Co is fortunate to have a group of leaders who have been driving long-term value and are well-positioned to drive this focus for the next chapter of our growth."

LS&Co returned to profit in the third quarter having exceeded its expectations for the period, boosted by e-commerce revenue growth of 52%.

The company also recently launched a new store concept in the UK where worn denim can get a new lease of life thanks to customisation and repair services provided by in-house tailors.

The opening of Levi's Haus, London, follows the roll-out of SecondHand in the US – what Levi Strauss claims is the first-of-its-kind buy-back programme for a global denim brand.