About This Role
This role is about establishing and driving PUMA's global experience standards for marketing events and experiences. It involves defining creative and production benchmarks, ensuring cultural relevance across various domains, and maintaining commercial and governance rigor. The position suits a leader with a strong background in global brand experiences and a strategic, creative, and organized approach.
Responsibilities
- Define the creative and production benchmark for global experiences
- Codify a Global Experience Playbook (creative, design, guest journey, hospitality, digital integration, sustainability, ROI measurement)
- Introduce premiumization principles to elevate perception beyond price positioning
- Build experiences that resonate across sport, music, youth culture, fashion, and innovation
- Integrate athlete, ambassador, and collaborator storytelling
- Ensure every experience ladders to Master Brand positioning
- Implement budget discipline and approval structures
- Define KPI framework (earned media, cultural impact, brand lift, conversion where relevant)
- Align with regional marketing and category business objectives
- Audit current global and regional event ecosystem
- Define annual global events and experiences calendar
- Develop a tiered model for experiences (Global Tentpoles, Regional Flagships, Cultural/Community Moments)
- Create an experience design framework (narrative architecture, spatial design principles, guest journey mapping, content capture and amplification model, digital and social integration)
- Establish global production standards and supplier governance
- Work closely across teams to support all events and experiences for the PUMA brand
Requirements
- 10+ years of experience in global brand experiences, experiential marketing, events, or brand activation, ideally within the sporting goods, lifestyle, fashion, or consumer goods industry
- University degree in Marketing, Communications, Event Management, Business Administration, or a related discipline
- Proven track record of developing global experience strategies, playbooks, and scalable creative and production standards across markets and event formats
- Strong understanding of sport, music, youth culture, fashion, and innovation, with the ability to translate brand strategy and talent storytelling into culturally relevant, premium experiences
- Extensive expertise in experience design, including narrative architecture, spatial concepts, guest journey mapping, hospitality, content amplification, and digital and social integration
- Strong commercial and operational capabilities, including budget governance, KPI and ROI measurement, supplier management, and complex global production
