Levi’s has made a series of senior marketing hires to broaden the appeal of its brands.

Sey replaces Rebecca Van Dyck, who left the company for Facebook last year, and has oversight of marketing strategies across all the clothing brand’s product categories. She will report to president James Curleigh.

The company is hoping Sey’s experience across its core Levi’s and Dockers brands combined with her knowledge of digital can help achieve its plans to improve the customer experience in retail locations, develop more direct-to-consumer sales channels and invest heavily in marketing moving forward.

The company has made several changes to its management team to carry out the plans. Former Calvin Klein global head of product creation Karyn Hillman joined the company last month in the newly created position of chief product officer for the Levi’s brand as part of the refresh, while Grant Barth, current head of merchandising at Levi’s, has been appointed as the brand’s first chief merchandising officer.

Curleigh says: “We’re evolving the Levi’s brand leadership team to include a global product creation, merchandising and marketing structure to help increase our share of consumers’ closets around the world.

“We are confident that the changes we’re making will allow us to build on the brand’s heritage, expand the relationship with our loyal fans and continue to create innovative product solutions to connect with a new generation of fans.”

Slay joined Levi’s in 1999 and has served as senior vice president of marketing at sister brand Dockers and vice president of global marketing for Levi’s. Sey is said to have led the global re-introduction of the Dockers brand and the re-launch of the Levi’s 501 jean during this time. Prior to joining Levi’s she had stints at Banana Republic and advertising agency FCB.