Puma appoints Richard Teyssier as global brand & marketing director

At Puma, Teyssier had been general manager for the French market until 2021 before assuming responsibility for Central Europe, France, UK and Ireland, Southern Europe, and Northern Europe across all channels. He will continue to lead the Europe region until his successor is announced, Puma said in a press release.

Teyssier has broad expertise in brand management and marketing after 17 years in leading marketing functions at Mars Inc, where he was responsible for some of the company’s most iconic brands, such as M&Ms and Twix in France prior to joining Puma in 2010.

Puma is reorganising its global marketing to boost its brand—a key strategic priority. From July 1, the brand management and marketing operations departments will relocate from Boston to the company’s headquarters in Herzogenaurach, Germany, for better alignment and swift decision-making with its global business units, global go-to-market function, and creative direction.

The marketing organisation of Puma North America will also be further strengthened by the assignment of responsibilities for local sports marketing and local partnership management in order to elevate the brand in the US market, Puma said in a press release.

In the context of the reorganisation, Puma’s global chief brand officer Adam Petrick has decided to not transition to Herzogenaurach, but to pursue new challenges outside of Puma, after over two decades with the brand. He will be with the company until the end of the year to ensure a smooth transition.

“With the global marketing organisation being based in proximity to our key central functions at the HQ, we will lay the organisational foundation for this. It will ensure brand consistency and speed up decision-making to further strengthen the Puma brand and it will make us even more consumer-centric. With the new setup, we will be able to drive more impactful campaigns to further establish our brand in the minds of our consumers,” said Freundt.

Fibre2Fashion News Desk (NB)