E-retailers must focus on their specific goals and examine a vendor’s reputation and market expertise, not referrals.
The move comes as the social network looks to ramp up its marketing efforts.
Facebook Inc. has added Levi Strauss & Co. chief marketing officer and senior vice president Rebecca Van Dyck to its marketing team, says a spokesman for the social network. Facebook declines to say what her job will be, and the spokesman did not confirm reports that Van Dyck will lead the social network’s international marketing efforts.
Van Dyck had worked at Levi’s since April 2011. Before that she held various roles at Apple Inc., including senior director of worldwide marketing communications and advertising and senior director of worldwide advertising.
The move comes as Facebook looks to expand its presence in a number of international markets, including Brazil, Germany, India, Japan, Russia and South Korea. “We intend to grow our user base by continuing our marketing and user acquisition efforts and enhancing our products, including mobile apps, in order to make Facebook more accessible and useful,” the social network noted last week in its S-1 filing that announced its plans to go public.
Facebook’s filing shows that the social network’s marketing and sales expenses increased to $427 million last year, a 132% jump from $184 million in 2010. The increased spending was largely due to growth in payroll and benefits expenses because Facebook boosted the size of its marketing and sales staff by 46% to support its growing international sales, business development and customer service efforts.
Since Facebook launched the Like button in 2010, Levi’s has been among the most-Liked retailers on the social network, with 10.4 million Facebook users having Liked the brand.
Levi Strauss is No. 351 in the Internet Retailer Top 500 Guide, Apple is No. 3.