Global sportswear giant Puma has unveiled a major restructuring of its marketing and creative operations, appointing Maria Valdes as the company’s new Chief Brand Officer. In her expanded role, Valdes will oversee Puma’s brand direction, creative initiatives, innovation, and go-to-market strategy across all product lines and markets worldwide.
Strengthening Brand Presence
The move reflects Puma’s commitment to enhancing its global brand presence and aligning creative strategy with commercial goals. Valdes, who previously held senior positions within Puma’s marketing and innovation teams, is tasked with ensuring campaigns, collaborations, and product launches maintain a consistent and compelling brand identity.
Leadership and Strategy
Puma’s CEO emphasized that the appointment is part of a broader effort to accelerate growth and deepen consumer engagement in key markets. With increasing competition in the sportswear sector, the restructuring aims to integrate marketing, creative, and innovation teams more closely, streamlining decision-making and improving campaign resonance.
Valdes’ Vision
Valdes stated, “I’m thrilled to take on this expanded role at Puma. Our goal is to create authentic, exciting, and culturally relevant experiences for our consumers while continuing to push the boundaries of innovation and creativity.” Her portfolio includes overseeing strategic partnerships, influencer collaborations, and creative direction for global campaigns.
Industry Response
Analysts view the appointment as a strategic step for Puma, highlighting Valdes’ proven track record in blending product innovation with lifestyle marketing. The restructuring is expected to enhance brand cohesion and drive stronger commercial results globally. Puma indicated that additional leadership announcements will follow as the updated organizational structure is implemented.
