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CORPORATE STRATEGY

Sports gear brand Puma is revamping its global marketing operation

By our News Team | 2023

Company CEO believes Puma still has ‘significant opportunities’ to leverage the full potential of its 75-year-old brand.

Global sporting apparel and equipment brand Puma has announced a major reorganisation of its marketing operation. It says this will “lay the organisational foundation to relentlessly drive brand elevation as one of our key strategic priorities”.

The changes include moving the Brand Management and Marketing Operations departments from their current base in the US to the Puma corporate headquarters in Germany, and the appointment of a new Global Chief Brand Officer.

Corporate Strategy

Image by Pexels from Pixabay

There will also be a strengthening of the Puma North America marketing structure, given that the brand has been underperforming in that market, relative to other regions.

According to the company, moving to Germany will “improve alignment and accelerate decision-making with the company’s global business units, global go-to-market function, and creative direction”.

The change in marketing leadership is due to the current incumbent, 20-year company veteran Adam Petrick, deciding not to move to Germany. He is being replaced as Global Chief Brand Officer by Richard Teyssier, who was previously Regional General Manager for Europe.

Broad marketing experience gained elsewhere

“Richard has broad expertise in brand management and marketing after 17 years in leading marketing functions at Mars Inc., where he was responsible for some of the company’s most iconic brands,” Puma says in a media statement.

“Puma’s brand is at the heart of our company’s success,” states Arne Freundt, company CEO.

 “Yet, our analyses clearly show that Puma has significant opportunities to leverage the full potential of its brand. This is why relentlessly elevating our brand is one of our key strategic priorities. 

“With the Global Marketing Organization being based in proximity to our key central functions at the HQ, we will lay the organisational foundation for this. It will ensure brand consistency and speed up decision-making to further strengthen the brand and it will make us even more consumer-centric. With the new setup, we will be able to drive more impactful campaigns to further establish our brand in the minds of our consumers.”

Puma’s figures for the first quarter of 2023 showed a 14.4% increase in sales to approximately US$304-billion. This was largely driven by a strong performance in Europe, Middle East and Africa (EMEA), with sales growing 25.4%.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.