Puma announced that Tara McRae has returned to the company, effective August 30, as senior vice president of marketing and brand strategy for the North American market.
With over 20 years of experience in the footwear and lifestyle industry, McRae’s new role entails developing and executing longer-term consumer-centric brand and marketing strategies and plans for the North American market across all channels. She will work closely with the global brand strategy team and focus on entertainment and basketball marketing, given their importance and growing influence in North America.
“Tara will be instrumental in shaping our brand and marketing strategies in North America, delivering on our mission to push sport and culture forward. Her proven track record in understanding the consumer and brand elevation will be invaluable for us as we amplify our Forever.Faster. Mantra and drive the next chapter of growth for the region,” said Bob Philion, president of Puma NA. “We’re excited to welcome her back to the Puma family to deliver breakthrough storytelling for our consumers through the lenses of sports, lifestyle and fashion.”
McRae spent the last four years working at Clarks as the company’s Global Chief Marketing and Digital Officer, leading its global and regional marketing strategy, creative direction, global e-commerce, digital strategy, and brand partnerships. She was also responsible for the Clarks Originals product business unit.
Preceding Clarks, McRae was the first CMO at TB12, Tom Brady’s global health and wellness brand. Earlier in her career, she was integral to Puma North America’s regional marketing team from 2006 until 2016. She worked in the company’s media planning and sports marketing departments before taking on regional marketing responsibilities.
McRae is a strategic advisor for Relentless Consumer Partners and a non-executive board member at Kegg. She has received multiple industry awards, most notably being named to the 2024 Forbes Entrepreneurial CMO 50 list.
“Puma is one of the most iconic global brands in sport and lifestyle with a super rich heritage. It is known for using the power of sport to push culture forward through a relentless focus on being true to the brand and obsessed with the consumer,” said McRae. “I am thrilled to come back home to Puma and work closely with the great team to drive the brand in the North American market.”
McRae reports to President Bob Philion and serves on Puma’s North America senior leadership team.
Images courtesy Puma
