Puma is overhauling its global brand organization to align product creation with brand storytelling. Under the new structure, Product Creation, Innovation, Go-to-Market and Brand Marketing will operate within one integrated function, designed to deliver more cohesive and impactful brand narratives.
As part of the change, Maria Valdes (41), who joined Puma’s Management Board in 2023, will assume the newly created role of Chief Brand Officer, overseeing the entire function. Previously, Brand Marketing reported directly to CEO Arthur Hoeld, while Go-to-Market fell under Chief Commercial Officer Matthias Bäumer.
“With our amazing archive and 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 Hoeld. “By putting storytelling and product creation side by side, we will strengthen our product icons and sports performance ranges and create the clarity and structure needed to better position Puma against its competition.”
Puma separates sports marketing from brand marketing
The restructuring aims to ensure that product development and storytelling happen in parallel, so as to create “authentic and impactful stories that inspire customers and consumers,” Puma stated. Sports marketing will be separated from brand marketing and continue to report directly to CEO Hoeld.
The organizational changes take effect immediately and mark another step in Puma’s broader leadership realignment, after several management updates in 2025:
