In a significant leadership move, Levi Strauss & Co. (LS&Co.) has named Jude Celedin as the new General Manager for Australia and New Zealand. Celedin officially took on the role on 22 July and is set to lead the iconic denim brand's operations across the region, with a strong emphasis on expanding the brand and reinforcing the company’s direct-to-consumer (DTC) strategy.

Jude Celedin brings to Levi Strauss & Co. an impressive resume that spans over two decades of experience in both national and international markets. His leadership credentials are particularly robust as he held several senior leadership roles at Wesfarmers, LS&Co, Tiller Rides and Nike. 

Among his notable positions at Nike, Celedin served as the Senior Director, Global Marketplace for Nike Women and Sportswear. In this role, he was instrumental in shaping the company’s approach to the female and sportswear markets, driving global strategies that resulted in substantial growth and market penetration. His ability to connect with diverse consumer bases and understand their unique needs has been a hallmark of his career, making him an ideal fit for Levi Strauss & Co. as it continues to evolve in the competitive denim and lifestyle apparel industry.

Before his tenure at Nike, Celedin also made significant contributions as the Head of Customer Experience at Wesfarmers CSBP Fertilisers, where he led transformative changes in sales and customer service. His work at Wesfarmers further honed his skills in customer engagement and operational excellence, critical areas that will be pivotal as he steps into his new role at LS&Co.

One of Celedin’s primary focuses as General Manager will be to drive Levi Strauss & Co.’s direct-to-consumer (DTC) strategy in Australia and New Zealand. The DTC approach, which involves selling products directly to consumers without the need for intermediaries, has been a key growth area for the company globally. This strategy allows the brand to build stronger relationships with customers, provide personalized shopping experiences, and gain better control over pricing and distribution.

Levi Strauss & Co. has been doubling down on its DTC-first strategy in recent years, recognizing the shift in consumer behavior towards online shopping and the desire for more direct engagement with brands. Celedin’s experience at Nike, where he oversaw global marketplace strategies, positions him well to lead this charge in the ANZ region. His understanding of consumer trends and digital transformation will be crucial as LS&Co. seeks to expand its footprint and deepen its connection with customers across Australia and New Zealand.

In his new role, Celedin is not only tasked with enhancing the DTC strategy but also with growing the Levi’s brand in a highly competitive market. Australia and New Zealand are key regions for Levi Strauss & Co., and the company sees significant opportunities for growth in both established and emerging markets. Celedin’s leadership will be critical in navigating these opportunities and positioning Levi’s as the leading denim lifestyle brand in the region.

"I am honored to be joining LS&Co. as the company doubles down on its DTC-first strategy globally,” Celedin said. “I’m excited to work together with my talented colleagues in Australia and New Zealand to further establish Levi’s® as a leading denim lifestyle brand.”

His vision for the brand involves not just maintaining its iconic status but also pushing the boundaries of what Levi’s can achieve in terms of market share, customer loyalty, and cultural relevance. By leveraging his extensive experience in global brand management and customer experience, Celedin is expected to bring a fresh perspective to Levi Strauss & Co.’s operations in the region.

In addition to his professional experience, Jude Celedin is a graduate of the Australian Institute of Company Directors. This educational background complements his extensive career, providing him with a solid foundation in corporate governance, strategic decision-making, and leadership. His ability to combine practical experience with a strong theoretical understanding of business management will be an asset to Levi Strauss & Co. as the company navigates the challenges and opportunities in the ANZ market. 

Celedin’s appointment comes at a pivotal time for Levi Strauss & Co. as the company continues to adapt to a rapidly changing retail landscape. With consumers increasingly favoring online shopping and direct engagement with brands, LS&Co.’s DTC strategy is more important than ever. Celedin’s leadership will be instrumental in ensuring that the company not only meets these new consumer expectations but also sets new standards for customer experience and brand loyalty in the denim industry.

Under Celedin’s guidance, Levi Strauss & Co. is expected to accelerate its growth in Australia and New Zealand, expanding its product offerings, enhancing its online presence, and strengthening its retail partnerships. His deep understanding of the market dynamics in the region, coupled with his global experience, will enable him to lead LS&Co. towards sustained success.

Jude Celedin’s career is marked by a legacy of leadership that combines strategic vision with operational excellence. His ability to drive change, foster innovation, and build strong teams has been evident throughout his career. As he steps into his new role at Levi Strauss & Co., he brings with him not just experience, but a commitment to making a meaningful impact on the brand and its customers.

For Levi Strauss & Co., the appointment of Jude Celedin as General Manager for Australia and New Zealand represents a strategic move that aligns with the company’s broader goals of growth, innovation, and customer engagement. With Celedin at the helm, the future looks promising for Levi’s in the ANZ region, as the brand continues to build on its rich heritage while embracing the opportunities of the modern retail landscape.

As Levi Strauss & Co. embarks on this new chapter, the industry will be watching closely to see how Celedin’s leadership shapes the future of the brand in Australia and New Zealand. His appointment is not just a new beginning for LS&Co. in the region, but a continuation of the company’s long-standing commitment to excellence, innovation, and customer satisfaction.