PUMA restructures brand marketing, names Maria Valdes as chief brand officer

United States – Sports company PUMA has announced a reorganisation of its brand marketing division, introducing a new structure that brings together Product Creation, Innovation, Go-to-Market, and Brand Marketing. The move aims to create a more unified approach to product storytelling.

As part of the change, Maria Valdes, previously chief product officer, has been appointed chief brand officer and will oversee the new organisation at the Management Board level.

According to PUMA, the new setup is designed to align product creation and storytelling processes, enabling the brand to deliver “authentic and impactful stories” that better connect with consumers.

“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, but PUMA’s previous approach to storytelling was too fragmented,” said Arthur Hoeld, CEO of PUMA. 

He added, “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 the sporting goods industry.”

Valdes, who joined PUMA’s Management Board in 2023, will now oversee Brand Marketing, Product, Creative Direction, Innovation, and Go-to-Market. Previously, Brand Marketing reported to CEO Arthur Hoeld, while Go-to-Market fell under chief commercial officer Matthias Bäumer.

Sports Marketing will be separated from Brand Marketing and will now report directly to Hoeld.

The organisational changes take effect immediately.