Global sports company PUMA has announced a major reorganization of its Brand Marketing division, creating a new structure that integrates Product Creation, Innovation, Go-to-Market, and Brand Marketing. The move is designed to strengthen PUMA’s ability to deliver authentic, consistent, and impactful storytelling across its product portfolio.
As part of this transformation, Maria Valdes (41), previously Chief Product Officer, has been appointed Chief Brand Officer, assuming leadership of the newly formed organization at the Management Board level.
The new structure aligns product creation and storytelling in parallel, enabling PUMA to bring its innovations and sports heritage to life through cohesive narratives that inspire both customers and consumers.
In her expanded role, Maria Valdes will now oversee Brand Marketing, Product, Creative Direction, Innovation, and Go-to-Market. Previously, Brand Marketing reported directly to CEO Arthur Hoeld, and Go-to-Market reported to Chief Commercial Officer Matthias Bäumer.
Additionally, Sports Marketing will be separated from Brand Marketing and will continue to report directly to the CEO.
The organizational changes take immediate effect, marking a pivotal step in PUMA’s ongoing journey to unify its creative and commercial strengths, sharpen its brand voice, and accelerate its global growth.
