Levi Strauss & Co. announced that Roy Bagattini will assume the role of executive vice president and president of Levi Strauss Americas, effective June 1.

In his new position, Bagattini will lead the company’s largest commercial operations across the United States, Canada, Mexico, Brazil and the balance of Latin America.

Bagattini previously served as executive vice president and president of Levi’s Asia, Middle East and Africa operations. In this role, he grew the region, strengthened customer relationships and attracted blue-chip talent.

Originally joining the company in 2013, Bagattini previously spent more two decades working as a senior leader at consumer goods and beverage companies. He led turnarounds at many companies and drove significant growth in emerging markets.

Chip Bergh, Levi’s president and CEO, said, “As we focus on accelerating profitable growth, we must reach our full potential in our biggest and most important region. Roy’s proven track record gives me great confidence, that with his leadership, we will unlock the company’s full potential in our largest market.”