Levi’s has poached Whitbread’s Heineken marketer, Rachel Johnson, to head its marketing operation across northern Europe, including the UK.
Johnson joins the denim giant on May 2 as regional marketing manager for northern Europe, covering the UK, Scandinavia and Benelux.
She will be responsible for implementing Levi’s brand developments across the region and improving the influence of brand marketing on sales.
New UK marketing manager Suzanne Gallagher will report to Johnson. Gallagher was promoted from her post as Levi’s merchandising manager last month after Manelisa Mavuso announced he was leaving the company.
Johnson will report to Kenny Wilson, who was promoted from the northern European position to European marketing manager (MW February 24).
Wilson oversees marketing, product and retail throughout Europe. The northern, central and southern European regional marketing managers all report to Wilson, who in turn reports to Robert Hanson, president of the Levi’s brand.
Johnson, in her role as Heineken marketing manager, led a review of the brand in an attempt to increase consumption in a static beer market. She championed the “How refreshing, how Heineken” ads by the then Lowe Howard-Spink, now Lowe Lintas.