Director Marketing Event & Experiences

Is responsible for establishing PUMA's global experience standard and defining the creative and production benchmark for brand experiences. It drives cultural relevance across sport, music, youth culture, fashion and innovation while ensuring commercial and governance rigour. The position develops global experience strategy and architecture, including a tiered events model and experience design framework.

• Codify a Global Experience Playbook covering creative, design, guest journey, hospitality, digital integration, sustainability and ROI measurement.
• Introduce premiumisation principles to elevate perception beyond price positioning.
• Build culturally relevant experiences across sport, music, youth culture, fashion and innovation, integrating athlete, ambassador and collaborator storytelling and ensuring alignment to Master Brand positioning.
• Implement budget discipline and approval structures, and define a KPI framework covering earned media, cultural impact, brand lift and conversion where relevant.
• Align experience strategy with regional marketing and category business objectives.
• Audit the current global and regional event ecosystem and define an annual global events and experiences calendar.
• Develop a tiered events model comprising Tier 1 global tentpoles, Tier 2 regional flagships and Tier 3 cultural/community moments.
• Create an experience design framework including narrative architecture, spatial design principles, guest journey mapping, content capture and amplification, and digital and social integration.
• Establish global production standards and supplier governance, and work closely across teams to support all events and experiences for the PUMA brand.

• 10+ years of experience in global brand experiences, experiential marketing, events or brand activation.
• 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.
• Excellent leadership, stakeholder management and communication skills, with the ability to influence and align regional marketing, category and cross-functional teams in a global matrix organisation.
• Strategic, creative and highly organised, with a collaborative, solution-driven mindset, fluency in English and willingness to travel internationally.

• Experience within the sporting goods, lifestyle, fashion or consumer goods industry is preferred.

PUMA is a global sports brand creating footwear, apparel, and accessories that inspire athletes and everyday movers. The PUMA Group owns PUMA, Cobra Golf, and stichd, operates in 120+ countries, and has around 22,000 employees worldwide. PUMA looks for SPEED & SPIRIT in candidates, defined by values that inspire the company to be driven in performance, vibrant in sporting legacy, and together in team spirit, while letting individual talent and experience shine.