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Larry Ruff is Chief Strategy Officer and Senior Vice President, Strategy and Business Development for Levi Strauss & Co. (LS&Co.).

In this role, Ruff leads the development and execution of the company’s overall growth strategy. He is also responsible for leading the Company’s global business development, marketplace insights and business process improvement teams.

Ruff is a member of Levi Strauss & company's Worldwide Leadership Team, an executive forum of the company's senior management.

In 1987, Ruff joined LS&Co. as senior advertising and promotion manager for LS&Co.'s U.S. Men's Jeans Division. Since then, he has held a variety of increasingly important positions in the U.S. and Europe. In 1990, Larry assumed the role of senior marketing manager for Levi Strauss Europe. From 1993 to 1996, he led Levi Strauss Spain & Portugal as marketing director and later as general manager. In 1996, he was appointed vice president, marketing and development for Levi Strauss Europe, Middle East and Africa. In 1999, he returned to the U.S. to assume the role of vice president, global marketing. From 2004 to 2009, Larry was the company's global marketing officer and senior vice president, strategy and worldwide marketing.

Prior to joining LS&Co., he held a variety of positions in brand management with Procter & Gamble Company in Cincinnati, Ohio.

Ruff is a member of The Corporate Executive Board's Marketing Leadership Council, Marketing 50 and the Cornell University Alumni Association.

Ruff received a Bachelor of Arts degree with honors from Rutgers College in 1978 and a Master of Business Administration from Cornell University in 1982.