Levi’s UK marketing director, Roy Edmondson, has been promoted to the newly-created role of global marketing manager, based in San Francisco.
His place at the jeans maker in the UK will be taken by Amanda Le Roux, who was previously franchise manager.
Edmondson will report to Rob Holloway, Levi’s vice-president global marketing. He will be responsible for all the company’s brands, including the Dockers range of casual wear.
Edmondson has been Levi’s UK marketing director since 1995. He has been with the company since 1989, when he joined as promotions manager following a career at tobacco producer Philip Morris.
The success of the Levi’s brand, which holds about 25 per cent of the jeans market by value, coupled with the company’s award-winning advertising through Bartle Bogle Hegarty, has made Edmondson one of the most admired marketers in the UK. He takes up his new role on December 1.
Le Roux managed the evolution of the Original Levi’s Stores in the UK and developed the strategy for the separate distribution of Levi’s first and second-quality merchandise. She was also involved in the development of factory outlet trade.
Le Roux’s previous role as franchise manager will be taken by Kenny Wilson, the sales administration manager.