289. The CFO as Growth Leader: Levi’s Harmit Singh on Transformation and the “Magic of the And.”

In the latest Inside the Strategy Room episode, Harmit Singh, Levi Strauss & Co.’s CFO‑turned‑Chief Growth Officer, walks listeners through three major transformations that reshaped the iconic denim brand. Over the past 12 years Levi’s lifted revenue by half and more than doubled earnings, while shifting from a US‑centric, wholesale‑heavy model to a balanced, global, direct‑to‑consumer (DTC) powerhouse. Singh’s "magic of the end" framework ties top‑line expansion directly to bottom‑line profitability, ensuring every new product line or market push contributes to sustainable margins.

The conversation highlights how Levi’s embedded a performance‑driven culture into its historic DNA. By adding a clear performance pillar to core values, the leadership team set ambitious targets: grow the $6 billion business to $10 billion and lift operating margins from 11.5% to 15%. Achieving this required cross‑functional task forces that blend finance, commercial, and product expertise, allowing the company to react swiftly to external shocks such as tariffs, Red Sea disruptions, and rapidly changing consumer preferences. Transparent communication—framing challenges as "not yet" opportunities—has secured emotional commitment across the board, from the family council to frontline staff.

For today’s CFOs and growth leaders, Singh’s journey underscores the strategic advantage of merging financial discipline with growth stewardship. Leveraging digital transformation, ESG commitments, and a DTC‑first mindset can unlock new revenue streams while protecting profitability. Companies that empower finance leaders to own both risk and opportunity, foster agile cross‑functional teams, and embed performance metrics into culture are better positioned to navigate volatile markets and achieve long‑term value creation.