Van Dyck’s experience includes spending 10 months at Levi’s working as the company’s Global CMO, where she oversaw the company’s global “Go Forth” campaign. But as the main asset, Van Dyck has worked alongside Steve Jobs at Apple during the release of the iPod, iTunes, iPhone, and the iPad. That is a heavy weight asset.
AdAge had Van Dyck detailing her approach, when she was a part of the Steve Jobs team. She said. “The iPhone was something created from the outside in, by how it felt to the consumer and the user experience going through it.” Further explaining, she added, “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.”
A Facebook spokesperson said in a statement, “We can confirm that Rebecca is joining the marketing team and we are thrilled she’s decided to join us.” The efforts will expect a few changes in the social networking giant’s branding.
Alexa Rudin, senior global director, Levi’s brand PR & communications, even had a few details to share. He confirmed Van Dyck’s move via email, writing, “We wish Becca the best in her new endeavor.” Van Dyck’s spell at Levi’s started last year in April, where she held the position of the global CMO and was in charge of the “Go Forth” campaign.
Talking about the expectations from her at Facebook, it is an uphill task, even though Facebook has achieved the heights. In the last eight years, Facebook has climbed, in fact leaped steps towards success, but when one talks about consumer satisfaction, it has hit a high time low.
Basically, the social networking giant has not done much marketing of itself at all. This means that as Facebook is nearing its IPO, the image of the social networking site needs some painting to make it an actual blockbuster hit in the Wall Street. The image makeover will boost Facebook’s image so that the company can draw more users, developers, as well as advertisers.
Before working at Apple, she has worked as the Global Account Director in charge of Nike for 12 years with advertising agency Wieden+Kennedy. At Apple, she was the senior director of worldwide advertising at Apple for four years and then as senior director of worldwide marketing communications and advertising at Apple for three years.