Puma is relocating its global marketing organization from the U.S. to its headquarters in Germany in line with the implementation of its strategic priorities. Richard Teyssier, currently Regional General Manager Europe, will lead the department as the company’s new Global Brand & Marketing Director from July 1, 2023.
According to the company, the move of the Brand Management and Marketing Operations departments from Boston to the company’s headquarters in Herzogenaurach creates the organizational foundation to further strengthen the Puma brand as one of the company’s three strategic priorities. It also enables better alignment and faster decision-making with the company’s global product functions, global go-to-market function and creative direction. At the same time, Puma North America’s marketing organization will be strengthened more by being responsible for U.S. sports marketing and U.S. product collaborations to make the brand even more attractive in the U.S. market.
CEO Arne Freundt said analysis has shown that there is still a lot of potential “to get the most out of the Puma brand.” To this end, he added, it is important to now locate the global marketing organization in close proximity to the central product functions at the company’s headquarters. “This will ensure consistent brand communication and enable us to make decisions more quickly to further strengthen the Puma brand and further sharpen our customer focus. The realignment will enable us to run even more effective campaigns to further anchor our brand in the minds of our customers.”
Puma’s previous Boston-based Chief Brand Officer Adam Petrick has decided not to move to Herzogenaurach but to pursue new professional challenges away from Puma after more than two decades with the company. Petrick will remain with the company until the end of the year to ensure a smooth transition.
Petrick’s successor, Teyssier, brings extensive brand management and marketing experience from 17 years in senior marketing roles at Mars Inc. Before joining Puma in 2010, he was responsible for some of the company’s best-known brands in France, including M&M’s and Twix. At Puma, he was General Manager for the French market until 2021, when he assumed responsibility for Central Europe, France, UK & Ireland, Southern Europe, and Northern Europe for all distribution channels. He will continue to be responsible for the Europe region until his successor for the position is announced. Teyssier will report directly to Freundt.
