About This Role
Driving PUMA's global entertainment and influencer marketing strategy, this role is based in Los Angeles and serves as the brand's global hub for connecting with people, platforms, and moments shaping global culture. The position is accountable for transitioning PUMA from single campaign-based influencer activity to a structured, global entertainment and creator marketing model. This model aims to support brand heat, product demand, social engagement, and commercial conversion.
Responsibilities
- Define and lead the global entertainment, influencer, and creator marketing strategy across all major brand, category, and commercial priorities
- Build a global talent architecture across celebrities, musicians, actors, athletes, creators, streamers, stylists, cultural connectors, and commerce creators
- Identify which talent drives brand elevation, category credibility, social velocity, community relevance, and commercial conversion
- Ensure entertainment and influencer activity is integrated into global brand planning, campaign development, and product launch strategy
- Develop long-term cultural partnership opportunities that strengthen PUMA’s position in sport, fashion, music, entertainment, and youth culture
- Build and manage PUMA’s global network across entertainment, music, sport, film, fashion, gaming, creator platforms, and cultural communities
- Act as senior relationship lead with agents, managers, publicists, stylists, labels, studios, creator agencies, and key cultural intermediaries
- Establish PUMA as a preferred partner for culturally relevant talent through meaningful, long-term, and mutually valuable partnerships
- Design and implement a global operating model for influencer and creator marketing across HQ, regions, and markets
- Establish global standards for talent identification, vetting, tiering, contracting, usage rights, briefing, approvals, reporting, and brand safety
- Build and maintain a global talent database and pipeline across entertainment, creators, VIPs, stylists, and cultural connectors
- Balance global consistency with local cultural relevance across all influencer and creator activity
- Partner with Brand, PR, Social, Product Marketing, Sports Marketing, Retail Marketing, E-commerce, and Regional Marketing teams to embed talent into major campaigns and launches
- Develop entertainment and influencer strategies for key categories including Football, Basketball, Running, Training, Motorsport, Sportstyle, Women’s, and Collaborations
- Ensure the right talent is matched to the right product stories, cultural moments, and consumer communities
- Establish PUMA’s LA-based entertainment and influencer function as a global cultural intelligence and activation hub
- Build PUMA’s access across LA’s entertainment, music, basketball, fashion, wellness, creator, and sport culture ecosystems
