Director Marketing Event & Experiences

puma; Deutschland; On-site; EUR 120,000 - 150,000; Full time

Job summary

PUMA is seeking a senior specialist to lead Global Experience Strategy and Architecture. You will establish standards, define calendars, and develop tiered experiences that align with sport, music, youth culture, fashion and innovation.

You will craft narrative architecture, guest journeys and digital integration while ensuring budget governance and cross-functional alignment. The role demands leadership, strategic thinking, and the ability to translate brand strategy into culturally relevant

Qualifications

• 10+ years of experience in global brand experiences or experiential marketing.
• Proven track record in strategy, playbooks and scalable standards.
• Strong leadership and stakeholder management across teams.
• Fluency in English and willingness to travel internationally.

Responsibilities

• Establish PUMA's Global Experience Standard and benchmark.
• Define creative and production benchmarks and Playbook.
• Introduce premiumization to elevate perception beyond price.
• Drive Cultural Relevance and premium experiences across markets.
• Integrate storytelling with athlete, ambassador and collaborator narratives.
• Ensure governance, budget discipline and KPI/ROI measurement.
• Align with regional marketing and category objectives.

Skills

Global brand experiences

Experiential marketing

Stakeholder management

Leadership

English fluency

Travel internationally

Education

Marketing/Comms degree

Job description

SPEED & SPIRIT is what we look for in our candidates, defined by some simple values that inspire us to BE DRIVEN in our performance, BE VIBRANT in our sporting legacy, BE TOGETHER in our team spirit, and to let our individual talent and experience shine.

YOUR MISSION

• Establish PUMA's Global Experience Standard
• Define the creative and production benchmark
• Codify a Global Experience Playbook (creative, design, guest journey, hospitality, digital integration, sustainability, ROI measurement)
• Introduce premiumization principles to elevate perception beyond price positioning
• Drive Cultural Relevance
• 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
• Ensure Commercial & Governance Rigor
• 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

Global Experience Strategy & Architecture

• Audit current global and regional event ecosystem
• Define annual global events & experiences calendar
• Develop tiered model Tier 1: Global Tentpoles
• Tier 2: Regional Flagships
• Tier 3: Cultural/Community Moments
• Create experience design framework: Narrative architecture
• Spatial design principles
• Guest journey mapping
• Content capture & 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

YOUR TALENT

• 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
• 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 organization
• Strategic, creative and highly organized, with a collaborative, solution-driven mindset, fluency in English and willingness to travel internationally

PUMA provides equal opportunities for all job applicants, regardless of race, color, religion, national origin, sex, gender identity or expression, sexual orientation, age, or disability. Equality for all is one of the core principles at PUMA and we do not tolerate any form of harassment or discrimination.

At PUMA, every application is reviewed by real people who are committed to fairness, transparency, and equal opportunity - no matter your background, identity, or experience.To ensure our process stays true to these values, no automated systems or AI tools are used to make hiring decisions. Every decision is made by real people -with real judgment and accountability. We may use functions supported by Artificial Intelligence (AI) to carry out isolated organizational steps, such as scheduling interviews. These functions have no influence on decisions in the application process. We believe in creating spaces where everyone is welcome, celebrated, and empowered to contribute authentically. Because at PUMA, whoever wants to play, can play.

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.