Puma Restructures Brand Marketing Division, Appoints Maria Valdes as Chief Brand Officer

German sportswear giant Puma SE has announced a major reorganisation of its brand marketing division, naming Maria Valdes as the new Chief Brand Officer at board level. Valdes, 41, who joined the board of directors in 2023 and previously served as Chief Product Officer, will now oversee brand marketing, product, creative direction, innovation, and go-to-market operations under the new structure.

The reform merges product development and storytelling into a unified organisational unit aimed at enhancing consistency and impact in Puma’s brand messaging. According to the company, the shift will allow product development and storytelling to occur in parallel, ensuring more authentic and compelling narratives that resonate with consumers. Meanwhile, Puma’s sports marketing division will be separated from brand marketing and report directly to CEO Arthur Hoeld.

Explaining the rationale behind the reorganisation, Hoeld said the new structure will help Puma “strengthen its product icons and performance lines” by integrating creative storytelling with innovation. “With our fantastic archive and leading performance technologies like Nitro, we now have the perfect opportunity to tell exciting stories. Puma’s previous approach was too fragmented,” he added. The restructuring takes effect immediately.

Pic Courtesy: google/ images are subject to copyright