-By Ankita Dutta
Summary
Puma appoints Richard Teyssier as the new global brand and marketing director, effective July 1, 2023. The brand is relocating marketing operations to its headquarters in Germany for improved decision-making and strengthening its presence in the US market. This move reflects Puma’s commitment to driving growth and establishing a strong global brand.
Puma has appointed Richard Teyssier as their new global brand and marketing director, replacing his role as the current regional general manager of Europe within the company. This new role will be effective from July 1, 2023, and Teyssier will report directly to Puma CEO Arne Freundt.
Before his appointment as the global brand and marketing director, Teyssier held various leadership positions at Puma, including serving as the general manager for the French market and later taking on responsibilities for Central Europe, France, UK and Ireland, Southern Europe, and Northern Europe across all channels. According to a statement released by Puma, Teyssier will maintain his position as the leader of the Europe region until a new individual is named as his replacement.
With over 17 years of experience in brand management and marketing, Teyssier brings a wealth of expertise to his new role. Prior to joining Puma in 2010, he held leading marketing positions at Mars Inc, where he was responsible for managing some of the company’s most iconic brands, including M&Ms and Twix in France.
Puma is undergoing a reorganization of its global marketing efforts to strengthen its brand, which is a key strategic priority for the company. As part of this reorganization, the brand management and marketing operations departments will be relocated from Boston to Puma’s headquarters in Herzogenaurach, Germany, starting from July 1. This move aims to improve alignment and facilitate quicker decision-making with Puma’s global business units, global go-to-market function, and creative direction.
Additionally, Puma will enhance its marketing organization in North America by assigning responsibilities for local sports marketing and local partnership management. This move is intended to elevate the Puma brand in the competitive US market.
As part of the reorganization, Adam Petrick, Puma’s global chief brand officer, has decided not to transition to Herzogenaurach. After more than two decades with the company, Petrick will pursue new challenges outside of Puma. Nonetheless, Teyssier will remain employed at the company until the conclusion of the year to guarantee a seamless handover process.
Freundt, the CEO of Puma, expressed that the relocation of the global marketing organization to the company’s headquarters will strengthen the organizational foundation, promote brand consistency, and enable faster decision-making. By becoming more consumer-centric and driving impactful campaigns, Puma aims to further establish its brand in the minds of consumers.
Overall, Richard Teyssier’s appointment as the global brand and marketing director and the reorganization of Puma’s marketing efforts reflect the company’s commitment to strengthening its brand and driving growth in the competitive global market.
