Puma has appointed Richard Tessier as its global brand and marketing director

Richard Tessier, Puma’s regional general manager, Europe, has been appointed the company’s global brand and marketing director, effective July 1, 2023. In this role, he will report directly to Puma CEO Arne Freundt

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

Tessier has extensive expertise in brand management and marketing after 17 years in the leading marketing function at Mars Inc., where he was responsible for the company’s most iconic brands such as M&Ms and Twix in France before joining Puma in 2010.

Richard Tessier, Puma’s regional general manager for Europe, has been named the company’s global brand and marketing director, effective July 1, 2023. At Puma, Teyssier was general manager of the French market until 2021 before taking on bigger responsibilities Marketing operations will move from Boston to the company’s Germany headquarters.

Puma is restructuring its global marketing to grow its brand—a key strategic priority. Effective 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 faster decision-making with its global business units, global go-to-market functions and creative direction.

Puma North America’s marketing organization will be strengthened by providing local sports marketing and local partnership management responsibilities to promote the brand in the US market, Puma said in a press release.

In the context of the restructuring, Puma’s Global Chief Brand Officer Adam Petric has decided not to relocate to Herzogenaurach, but to pursue new challenges outside of Puma after more than two decades with the brand. He will remain with the company until the end of the year to ensure a smooth transition.

“With the global marketing organization in close proximity to our core central functions at headquarters, we will lay the organizational foundation for it. This will ensure brand continuity and speed up decision-making to strengthen the Puma brand and make us more consumer-centric. With the new setup, we will be able to run more impactful campaigns to further establish our brand in the minds of our customers,” said friends

Fibre2Fashion News Desk (NB)