Partner closely with the Director of Marketing to own and shape the global Sportstyle category marketing strategy for priority franchises, defining annual objectives, key narratives, and activation priorities aligned to BU business goals across Specialist and Generalist distribution, including collaborations
Translate consumer insights, cultural trends, and market intelligence into compelling, consumer‑first category narratives and activation strategies
Act as the senior decision owner for category‑level marketing priorities, ensuring focus, clarity, and consistency across all consumer touchpoints
Lead integrated, cross‑functional campaign planning and execution with Product, Design, Go‑to‑Market, Creative and other BU stakeholders, developing and bringing to life compelling narratives for key initiative franchises and delivering clear, inspiring marketing presentations for internal and regional use
Drive full‑funnel marketing programs across all relevant consumer touchpoints, ensuring cohesive storytelling from awareness through conversion
Lead and oversee seasonal category marketing deliverables including: sell‑in marketing production, seasonal showroom concepts and updates, and seasonal copy and messaging needs
Execute category‑led brand experiences that support priority launches and franchise narratives
Oversee the end‑to‑end development and implementation of seasonal franchise strategies, from global concept through regional execution
Guide and support regional markets in implementing global Sportstyle strategies, balancing global consistency with local relevance
Partner with BU marketing pillar teams (PR, Social, Seeding & Influence, and PUMA’s Internal Creative Agency) to ensure aligned and effective execution of the strategic franchise framework
Define, track and evaluate key marketing KPIs (e.g. brand strength, campaign effectiveness, funnel performance, market adoption) in partnership with Marketing Analytics
Ensure category marketing initiatives support commercial objectives including sell‑in readiness, launch performance and long‑term franchise growth
Lead, coach and develop a team of category marketers, setting clear direction, performance standards and development pathways
Establish clear ways of working and strong collaboration models across BU Marketing, Regional Marketing, Creative and Product teams.
6–8+ years of experience in category or integrated marketing, preferably within fashion, lifestyle or sportstyle categories
Proven experience owning and developing annual category or franchise marketing plans at a global level
Strong full‑funnel marketing expertise, including campaign planning, channel activation and content orchestration
Demonstrated ability to develop and adapt category‑specific activation concepts, toolkits and launch strategies
Experience leading complex cross‑functional collaboration with Product, Go‑to‑Market, Social, PR, Creative and Regional teams
Strong strategic storytelling and presentation skills, with the ability to inspire senior stakeholders and regional markets
Experience working effectively in a global, matrixed organization.
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What We Do
At PUMA, we are in constant pursuit of faster. That extends beyond our support of the fastest athletes in the world. We also work to be fast in how we adapt to and connect with the constantly changing world around us. Through innovative design, iconic footwear and apparel, and authentic partnerships, we aim to always push what’s next in both sport and culture. That hustler’s spirit can be felt across PUMA categories, partnerships, offices, and countries. And we are always in search of talent that can help us set the pace at which sport and culture collide, as well as finding better ways to connect and collaborate with our communities. PUMA supports over 14,000 employees across 120+ countries. The PUMA Group owns the brand PUMA, Cobra Golf and stichd, and is headquartered in Herzogenaurach, Germany.
