Levi Strauss & Co has appointed Jaime Cohen Szulc as its new global chief marketing officer.
Szulc, who comes from a non-fashion industry background, was earlier with Eastman Kodak for over a decade and has extensive experience with consumer products in stints with SC Johnson and Procter & Gamble.
He was worldwide chief operating officer for Kodak Eastman's consumer digital group. A statement from Levi's highlighted Mr. Szulc's track record of leading business turnarounds at companies including Eastman Kodak, SC Johnson and P&G.
Szulc will report to Levi's CEO John Anderson.
Szulc joined Kodak in 1998 as the marketing head for Latin America, later moving on to become general manager of the Americas region. Before that, he held marketing posts at Procter & Gamble Brazil and SC Johnson Latin America.
Levi's current creative agency of record is Wieden + Kennedy, Portland, Ore. The company's current ad campaign features artistic, Americana-soaked visions of the young target audience with the theme, "Go forth."