Puma reported today, October 27, that, effective immediately, it has reorganized its brand marketing with a new structure that includes product creation, innovation, go-to-market, and brand marketing, “to enable stronger, more consistent storytelling for its products.”
As a result, Maria Valdes, previously Puma’s chief product officer, has been named chief brand officer, overseeing the new organization at the management board level. Valdes has been a member of Puma’s management board since 2023.
“With our amazing archive and our cutting-edge sports-performance products, including our Nitro-technology, we have the clear opportunity to tell stories that resonate, but Puma’s previous approach to storytelling was too fragmented,” said Arthur Hoeld, CEO of Puma. By putting storytelling and product creation side by side, we will strengthen our product icons and sports performance products and create the clarity and structure that is needed to better position Puma against its competition in the sporting goods industry,” continued Hoeld.
Brand marketing previously reported to Hoeld, while go-to-market reported to Chief Commercial Officer Matthias Bäumer. Sports marketing will be separated from brand marketing and report to Hoeld.
Images courtesy Puma
