Puma combines product, innovation, and marketing for better storytelling, restructures brand marketing, and appoints new vice presidents.

Puma changed its brand marketing department to support its worldwide brand strategy. After the brand marketing division was restructured, Ronald Reijmers was appointed as the Vice President of Worldwide Retail, and Maria Valdes took the newly created role of Vice President of Brand Marketing. With immediate effect, a new structure combining product creation, innovation, and brand marketing has been created to enable stronger and more consistent storytelling for its products.

Maria Valdes, who is currently Chief Product Officer, will be appointed as the Vice President of Brand Marketing as part of this change. CEO, Arthur Hoeld stated that, Puma will be able to better position itself against its competitors in the sporting goods sector and improve its product icons and sports performance items.

The decision of the company highlights the plan to split the retailing operations into two focus areas: worldwide retail and worldwide e-commerce. It comes after Erik Janshen, who had previously been in charge of both departments, decided to leave the organization to pursue new career opportunities.

Retail operations will be managed by Ronald Reijmers, who previously served as the vice president of retail for Puma. Reijmers has worked in the sports industry for about thirty years, including various kinds of leadership roles in retail strategy and management at Nike, Adidas, and Gymshark.

According to Puma Chief Commercial Officer Matthias Bäumer, Reijmers is a highly experienced leader with a strong track record in the sector. He will also help them build momentum in their worldwide retail channel by providing a thorough understanding of retail strategy and operations on a worldwide basis. In the future, Puma aims to announce new leadership for its worldwide online retail platform.