Facebook has hired Levi’s senior VP and chief marketing officer Rebecca Van Dyck to be its head of global marketing, a move that follows its admission that it had done very little consumer marketing in last week’s IPO filing.
Van Dyck, who has spent the past ten months at Levi’s, joins at a time when it is seeking to raise $5bn ($3bn) in an initial public offering.
Facebook revealed in last week’s regulatory filing that it had significantly ramped up its marketing last year, spending $28m (£17.9m) in advertising, up from $8m (£5.1m) in 2010.
At Levi’s, Van Dyck managed the fashion brand’s global Go Forth campaign and prior to that was at Apple, where she worked on the launches of the iPhone, iPad, iPod and iTunes as senior director for worldwide marketing communications and advertising.
The hire could signal a change in tact for Facebook, which has done very little traditional advertising.
It cited its lack of “meaningful revenue” in its IPO last week and is thought to be considering showing advertisements on mobiles within weeks in a bid to tap into new revenue sources, according to the Financial Times (nma.co.uk 6 February 2012).
This story first appeared on Marketing Week