"On Monday, the German athletic company said it is creating a new structure in the division to include product creation, innovation, go-to-market as well as brand marketing. Puma noted that the move is aimed at enabling "stronger and more consistent" storytelling for its products. As a result of this move, Maria Valdes, who was previously chief product officer, will become chief brand officer to oversee this new organization at the management board level."
"Hoeld said in a statement that Puma's previous approach to storytelling was "too fragmented." "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," the CEO said. "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.""
Puma created a new brand marketing structure that consolidates product creation, innovation, go-to-market and brand marketing into a single organization. Maria Valdes transitions from chief product officer to chief brand officer at the management board level and will oversee brand marketing, product, creative direction, innovation and go-to-market. Sports marketing will be separated from brand marketing and will report to CEO Arthur Hoeld. The reorganization aims to enable stronger, more consistent storytelling, reinforce product icons and sports-performance offerings such as Nitro technology, and provide clarity and structure to better position Puma against competitors. Puma also split its direct-to-consumer operations into global retail and global e-commerce units.
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