As we saw in its IPO filing, Facebook does very little consumer marketing in a traditional sense. But that may change: It's bringing on former Levi's and Apple exec Rebecca Van Dyck to head global marketing, according to people familiar with the matter.
Ms. Van Dyck spent the last 10 months as Levi's Global CMO, where she oversaw the company's global "Go Forth" campaign. Levi's confirmed her departure.
Prior to joining Levi's, Ms. Van Dyck served as senior director-worldwide marketing and communications at Apple, where she worked on the launches of the iPhone, iPad, iPod and iTunes.
She explained her approach and what it was like working with Steve Jobs at Ad Age 's Digital Conference in San Francisco in September: "The iPhone] was something created from the outside in, by how it felt to the consumer and the user experience going through it," she said. "It was first and foremost about the user experience. And that 's how I approach marketing, that theme of focusing on what's important to the customer."Ms. Van Dyck could not be reached, and Facebook did not return calls for comment. Facebook reported spending $28 million on advertising in 2011, up from $8 million in 2010 and $5 million in 2009, in its IPO filing.
Ad Age named Ms. Van Dyck a Woman to Watch in 2011. Incidentally, so was Carolyn Everson, VP-global ad sales at Facebook. Both women attended Ad Age 's Women to Watch luncheon in August.Update: A Facebook spokeswoman has confirmed that Ms. Van Dyck is joining the company's marketing team.