Companies

Puma appoints new heads for retail and brand marketing

Oct 29, 2025 Germany

Following the reorganisation of the brand marketing division, Maria Valdes took on the newly defined role of Vice President of Brand Marketing, while Ronald Reijmers was appointed Vice President of Global Retail

Puma has restructured its brand marketing function to better align it with its global brand strategy. A new structure has been created to enable stronger and more consistent storytelling for its products, incorporating Product Creation, Innovation, Go-to-Market and Brand Marketing, with immediate effect.

As part of this transformation, Maria Valdes, currently Chief Product Officer, will take on the additional role of Vice President of Brand Marketing. She will continue to report to CEO Arthur Hoeld.

“By putting storytelling and product creation side by side, we will strengthen our product icons and sports performance products and create the clarity and structure that is needed to better position Puma against its competition in the sporting goods industry”, commented CEO Arthur Hoeld.

Meanwhile, Ronald Reijmers, who has almost three decades of experience in the sports industry and has held various leadership positions in retail strategy and management at Nike, Adidas and Gymshark, will oversee global retail operations from the 1^st of November. Most recently, he served at Puma as Vice President of Retail for Europe.

This move is part of the company’s decision to divide its direct-to-consumer business into two areas of focus: Global Retail and Global E-Commerce. It follows Erik Janshen’s decision to leave the company to take on new professional challenges, having previously overseen both areas.

“Ronald is a highly experienced leader with a strong track record across the industry, who will bring a deep global expertise in retail strategy and operations and help us build momentum in our global retail channel”, commented Puma Chief Commercial Officer Matthias Bäumer, to whom he will report.

Puma is set to announce new leadership for its global e-commerce channel in the coming weeks.

Image Credits: about.puma.com

Germany Companies Management Puma Sportswear