Director Marketing Event & Experiences

PUMA SE; Herzogenaurach; Remote; EUR 120,000 - 180,000; Full time

Job summary

PUMA SE seeks a senior leader to drive global brand experiences, events and activation strategies. You will define benchmarks, codify playbooks, and elevate premiumization across sport, music, youth culture, and fashion.

You will lead cross‑functional teams, manage budgets, and align with regional objectives to amplify the Master Brand globally. Ideal candidates bring 10+ years in experiential marketing, strong storytelling, and the ability to translate strategy into culturally resonant,

Qualifications

• 10+ years of experience in global brand experiences, experiential marketing, events or brand activation.
• Proven track record of developing global experience strategies, playbooks and scalable standards.
• Strong understanding of sport, music, youth culture, fashion and innovation.
• Extensive expertise in experience design, guest journey mapping, hospitality and digital integration.
• Strong commercial and operational capabilities, including budget governance and ROI measurement.
• Excellent leadership and stakeholder management in a global matrix organization.
• Fluent English and willingness to travel internationally.

Responsibilities

• Define the creative and production benchmark for global experiences.
• Codify a Global Experience Playbook covering creative, design, guest journey and sustainability.
• Introduce premiumization principles to elevate perception beyond price positioning.
• Build experiences that resonate across sport, culture and fashion.
• Ensure governance with budget discipline and KPI framework.
• Audit and define annual global events, regional flags and cultural moments.
• Collaborate across teams to support all PUMA experiences and events.

Skills

Leadership

Stakeholder management

Communication

Project management

Strategic thinking

Team collaboration

Education

University degree in Marketing, Communications, Event Management, Business Administration or related

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 BE YOU to let our individual talent and experience shine.

• 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
• Tier 2: Regional Flagships
• Tier 3: Cultural/Community Moments
• 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.

• 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.

The PUMA corporate Headquarters are located in Herzogenaurach or Herzo, as we like to call our hometown, located in southern Germany close to Nuremberg. Every day, more than 1000 colleagues walk through our doors, ready to push sport and fashion forward. And if you’re lucky, you just might run into Usain Bolt or Antoine Griezmann walking down the hall.

PUMA Marketing is a highly engaged, driven and fun group! We communicate directly with our consumers daily, and work together to create stories that effectively reach and impact PUMA fans around the world. It doesn‘t get any better than that!