Puma’s Brand Chief Leaving As Global Marketing Moves From Boston To Herzo

As part of the implementation of its strategic priorities, Puma is reorganizing its Global Marketing Organization. The company said the decision lays the foundation for further elevating the Puma brand, one of the company’s three strategic priorities.

Puma’s Global Marketing Organization will be based at the company’s headquarters in Herzogenaurach, Germany, to “improve alignment and accelerate decision-making with the company’s global business units, global go-to-market function and creative direction,” which involves the relocation of brand management and marketing operations departments from Boston to Herzogenaurach, effective July 1. At the same time, Puma North America’s marketing organization will be responsible for local sports marketing and local partnership management.

“Puma’s brand is at the heart of our company’s success,” said Arne Freundt, CEO of Puma. “Yet, our analyses clearly show that Puma has significant opportunities to leverage the full potential of its brand. This is why relentlessly elevating our brand is one of our key strategic priorities. With the Global Marketing Organization being based in proximity to our key central functions at the HQ, we will lay the organizational foundation for this. It will ensure brand consistency and speed up decision-making to further strengthen the Puma brand, and it will make us even more consumer-centric. With the new setup, we will be able to drive more impactful campaigns to further establish our brand in the minds of our consumers.”

Through the reorganization, Puma’s Global Chief Brand Officer Adam Petrick decided not to transition to Herzogenaurach but to pursue new challenges outside of Puma after over two decades with the brand. He will be with the company until the end of the year to ensure a smooth transition.

Puma’s Regional General Manager of Europe, Richard Teyssier, will lead the Global Marketing Organization as global brand and marketing director, effective July 1, 2023, reporting to Freundt. Teyssier has broad expertise in brand management and marketing after 17 years in leading marketing functions at Mars, Inc., where he was responsible for the brands M&Ms and TWIX in France before joining Puma in 2010. At Puma, Teyssier had been general manager for the French market until 2021 before assuming responsibility for Central Europe, France, the U.K. and Ireland, Southern Europe, and Northern Europe across all channels. He will continue to lead the Region of Europe until his successor is announced.

“I would like to thank Adam Petrick for his significant contribution to Puma’s success during his more than 20-year tenure with Puma,” said Freundt. “With Richard Teyssier, we have found the ideal candidate to drive Puma’s brand elevation strategy in the future. He is not only a true marketing specialist who comes with strong expertise in brand management, but he is also an integral part of our Puma family and knows the business inside out from his more than 12 years of general management at Puma France and Puma Europe.”

Photo courtesy Puma