Puma restructures brand marketing, appoints Maria Valdes as chief brand officer

Sports company Puma will reorganise its brand marketing and create a structure that brings together product development, innovation, go-to-market, and brand marketing, the Herzogenaurach-based company announced on Monday. The aim is to enhance product storytelling and make it more consistent. As part of the reorganisation, Maria Valdes (41), previously chief product officer, has been appointed chief brand officer and will lead the new organisation at Executive Board level going forward.

According to the company, the new organisational structure will see product development and storytelling run in parallel, with the aim of “delivering authentic and impactful stories that inspire customers and consumers.”

“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, Puma’s CEO. “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 in the sporting goods industry.”

Maria Valdes, a member of Puma’s Executive Board since 2023, will now be responsible for brand marketing, product, creative direction, innovation, and go-to-market. Brand marketing previously reported directly to CEO Arthur Hoeld, while go-to-market reported to chief commercial officer Matthias Bäumer. Sports marketing will be separated from brand marketing and will report directly to CEO Arthur Hoeld.

The new structure takes effect immediately.

Last week, the sporting goods manufacturer announced the appointment of Ronald Reijmers as vice president, global retail. In this role, he will lead the development of the company’s full-price and outlet stores worldwide.

FNW with dpa