Apparel retailer Levi Strauss & Co has hired Beto Guajardo as global vice president of strategy of its Levi's brand.

Guajardo will be responsible for leading the development and execution of the brand's growth strategy and global business development.

Prior to joining the company he served as vice president of North America strategy for Avon. He has also worked for consulting firm McKinsey & Co, Alticor Inc and Deloitte Consulting.

"Beto's innovative and strategic approach makes him the ideal leader to leverage these exciting times to drive long-term profitable growth," said Robert Hanson, president of the global Levi's brand.