Australia – To bolster its direct-to-consumer strategy, Levi Strauss & Co. has appointed commercial leader Jude Celedin as the new general manager for the Australia and New Zealand (ANZ) market.
In his new role, Celedin will lead the sustainable growth of LS&Co.’s flagship brands, including Levi’s®, in the ANZ region, playing a key role in advancing the company’s direct-to-consumer strategy.
Celedin is a graduate of the Australian Institute of Company Directors. With a proven track record in leadership, Celedin has successfully driven commercial growth across both national and international markets. Prior to joining LS&Co., he was head of customer experience at Wesfarmers CSBP Fertilisers, where he spearheaded a cultural and performance shift in the sales and customer service functions.
Celedin also brings with him 24 years of experience from global sportswear giant Nike, where he held several senior leadership roles, including his last position as senior director of the global marketplace for Nike Women and Sportswear. In this capacity, he was instrumental in achieving double-digit growth for the global Nike Women’s business by implementing a multi-channel, cross-functional strategy tailored to the evolving needs of trend-driven female consumers.
Speaking on his appointment, Celedin said, “I am honoured to be joining LS&Co., as the company doubles down on its DTC-first strategy globally. 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. Together, we will focus on bringing the best of our brand to our consumers here in ANZ.”
Meanwhile, Nuholt Huisamen, senior vice president and managing director for East Asia Pacific at LS&Co., commented, “I am delighted to welcome Jude to the team. His solid track record in the marketplace, category, and channel, coupled with his extensive knowledge of the ANZ market, make him the ideal candidate to drive our DTC-first strategy in this key growth region.”
“We are confident that under his leadership, we will continue to strengthen our market position in Australia and New Zealand as a global denim lifestyle leader, while ultimately building deeper connections with local Levi’s® fans,” Huisamen added.
