Director, Brand Strategy & Head Office

Role overview

This leadership position is based in Herzogenaurach, Bavaria, Germany, and sits at the center of PUMA’s brand and headquarters operations. Working closely with the Chief Brand Officer, the role is responsible for shaping the company’s future brand direction, turning business ambition into a clear strategy that strengthens brand equity, attracts consumers, and supports profitable growth.

The role also supports the broader management board area by coordinating priorities, enabling execution, and helping ensure the right people, messages, and initiatives stay aligned.

Brand strategy leadership

• Convert the organization’s long-term vision into a brand plan that improves consumer appeal, builds brand value, and drives sustainable growth.
• Create and roll out a brand insights hub or think-tank model that supports faster, sharper strategic decisions and helps restore brand momentum.
• Work in close partnership with global brand leadership to define future global positioning, brand architecture, strategic frameworks, priorities, and practical execution toolkits.

Execution and cross-functional alignment

• Identify and steer selected cross-category and cross-functional initiatives that show how the brand strategy should come to life across markets and product areas.
• Partner with global brand teams to ensure strategy is reflected across the full brand calendar and implemented consistently across categories and regions.
• Gather feedback from execution in the field and use those insights to refine strategic direction where needed.

Chief Brand Officer office support

• Act as a senior partner to the CBO by coordinating priorities, tracking initiatives and targets, managing operating rhythms, supporting communications, and handling urgent or high-priority requests.
• Serve as the CBO’s central support point by planning and preparing key meetings, milestones, stakeholders, and initiatives.
• Act as the connective link within the Management Board area by strengthening collaboration and communication across functions and categories.

Stakeholder communication

• Engage with stakeholders across the organization, from executives to operational teams, to make sure questions are answered and needs are addressed.
• Present brand strategy, frameworks, and direction to internal audiences to create strong alignment and clarity.
• Work closely with the Global Commercial organization, especially Commercial Strategy, to maintain regular information exchange and joint alignment.

Team leadership

• Build and lead a high-performing global brand strategy team with a strong results orientation and collaborative mindset.
• Provide leadership, coaching, and oversight, including setting clear goals and allocating resources effectively.
• Encourage sharing of best practices and maintain strong working relationships with the wider Strategy, Transformation, and Head Office teams.

Candidate profile

PUMA is looking for a seasoned strategic leader with deep experience in sporting goods and a strong track record in brand strategy. The ideal profile combines consumer-centric thinking, commercial awareness, and the ability to turn complex insights into decisive strategic action.

Additional information

PUMA emphasizes its “SPEED & SPIRIT” values: being driven, vibrant, together, and true to yourself. The company welcomes applications from all genders and promotes equal opportunity for all applicants.

Hiring is handled by people rather than automated decision-making systems. Technology may be used for limited administrative tasks, such as interview scheduling, but not for hiring decisions.

PUMA describes itself as a global sports brand with footwear, apparel, and accessories, operating in more than 120 countries and employing around 22,000 people worldwide. The group includes PUMA, Cobra Golf, and stichd.

Equal opportunity statement

Applications are considered without regard to race, color, religion, national origin, sex, gender identity or expression, sexual orientation, age, or disability. Harassment and discrimination are not tolerated.