Quick Qs with Our New VP of Ecommerce for Europe

Sophie Ponet, LS&Co. Europe
Levi Strauss & Co.
February 1, 2022

Get to know our new and recently promoted leaders at Levi Strauss & Co. through these Quick Qs. Meet Leona De Graft, our new vice president of ecommerce for Europe.

1. What did you do before joining LS&Co.?

I’ve worked in digital retail for the last 15 years at some amazing multichannel brands. Prior to Levi’s, I led the European digital business at Foot Locker Europe.

2. What attracted you to LS&Co.?

Levi’s is a brand with such incredible heritage. It’s important that I work for a brand that I have a strong affinity to, and that its values and purpose surpass just selling goods. That, paired with the great people I met during the interview process, as well as the huge opportunity to grow the digital business, made it an easy decision for me to join the team.

3. What does success look like in your job?

I’d say success in my job is threefold: 1. Ensuring I have a happy and empowered team. I’m a “people first” leader and a true believer that the happier your team is, the better business results are. 2. Happy consumers. This means being consumer-centric and obsessing over the digital experience. Our consumers need to have the absolute best experience when they are shopping on Levi.com, as well as a seamless omnichannel experience when interacting with our store environment. 3. Delivering strong business results. We have a huge opportunity to explode our ecommerce business in Europe. I’m excited to work collectively with the team to accelerate growth.

4. If you were given a boat, what would you name it? 

Fun fact! I actually own a tiny canal boat named Margarita. I bought it during the first lockdown and spend my summers sailing through Amsterdam’s canals.

5. What is your favorite quote?

“If you think you are too small to make an impact, try going to bed with a mosquito.” — Anita Roddick

6. What’s one thing that no one would guess about you?

I’m a qualified diamond grader and spent my university years working in jewelry stores.