Levi’s – Driving Culture Through Heritage & Innovation

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Levi Strauss founded his business at 90 Sacramento Street in San Francisco, later relocating to 62 Sacramento Street, then 63 & 65 Sacramento Street. With deep roots in the city, Levi’s proudly embraces its identity as the 150-year-old startup, constantly evolving while staying true to its heritage.

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My role was to bridge Levi’s rich legacy with modern culture, finding new and innovative ways to engage consumers through music, fashion, and digital storytelling. I led the digital platforms for the brand, overseeing initiatives across LiveInLevis campaigns, Levi’s dot-com, Levi’s Kids, the Commuter Series, and Levi’s Vintage Collection—ensuring each touchpoint connected with both new and loyal audiences.

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Fueled by Levi’s startup mindset, I continuously sought ways to push boundaries, merging strategy and creativity to drive culture and solidify Levi’s as a brand that is as relevant today as it was when it first began.