Lead Global E-Commerce Paid Media

PUMA Group; Utrecht; On-site; EUR 70,000 - 90,000; Full time

Job summary

PUMA Group in Utrecht is seeking a Paid Media Lead to oversee and elevate their global paid media strategy. The ideal candidate will possess extensive experience in both consumer brands and media agencies, with deep expertise in paid search, social, and display. Responsibilities include managing a team, setting standards for campaign architecture, ensuring effective measurement, and driving automation. PUMA offers equal opportunities to all applicants and promotes a diverse workplace.

Qualifications

• Extensive experience in paid media leadership roles.
• Deep and recent hands-on expertise across paid search and paid social.
• Strong platform fluency across major buying platforms.

Responsibilities

• Define and lead the global paid media strategy.
• Own the global paid media roadmap and partner management.
• Drive advanced automation and AI adoption across paid media.

Skills

Paid media leadership

Google Ads

Paid search

Paid social

Data-driven decision making

Budget management

Stakeholder management

Tools

SA360

DV360

CM360

Meta

TikTok

Pinterest

Snap

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.

Applying for a job at PUMA is easy and all genders are welcome. Simply click APPLY ONLINE and follow the steps to upload your application.

YOUR MISSION

As our Paid Media Lead, you will shape how paid media generates profitable growth across the Puma global ecommerce business. You will lead activities across search, paid social, display, and emerging channels, raising the bar on strategy, automation, measurement and execution whilst building and inspiring a world‑class team.

You will lead and elevate an existing team, sharpen channel strategy, raise execution quality, and ensure media investment delivers incremental growth.

To succeed in this role, you must have been a hands‑on operator yourself. You know what great looks like across campaign structure, bidding, audiences, feeds, creative testing, measurement, attribution and pacing. You can motivate agencies, platforms, and internal teams with knowledge, passion and credibility.

You will be part of the Global Acquisition & Retention team and work closely with Brand, regional teams, BI, Finance, CRM, MarTech, and external partners to make paid media a true growth engine.

• Define and lead the global paid media strategy across search, paid social, display, and emerging channels
• Desire to deep dive into campaign performance, extracting actionable insights to iterate on strategy and inform future marketing activity
• Own the global paid media roadmap across structure, capability, measurement, automation, operating model, and partner management
• Act as the senior expert across Google Ads, SA360, DV360, CM360, Meta, TikTok, Pinterest, Snap, and other relevant buying platforms
• Set global standards for campaign architecture, tracking, audience strategy, creative testing, budget allocation, bidding, and optimization
• Ensure investment decisions are grounded in strong commercial logic, moving beyond just CPA into contribution margin, CLTV, payback, customer quality, and incrementality
• Partner with BI, Finance, and MarTech to strengthen measurement frameworks, improve forecasting, and build a clearer view of channel effectiveness across the funnel
• Drive advanced automation and AI adoption across paid media to improve speed, quality, and efficiency
• Lead and inspire the paid media team into a state‑of‑the‑art center of excellence
• Own ad platform and agency relationships and, together with our Senior MarTech Manager, key AdTech partner relationships
• Contribute and challenge channel mix, budget allocation, and current ways of working to unlock better growth
• Cross‑functional collaborate with CRM, Brand, Content, and Creative teams to connect paid media to the broader customer journey
• Build a strong test‑and‑learn agenda across audience, creative, bidding, landing pages, markets, and channels
• Identify and test new growth opportunities, exploring emerging platforms and driving innovation through new formats, tools, and technologies
• Support senior stakeholders with clear, data‑backed narratives on performance, trade‑offs, and future growth opportunities
• Stay ahead of industry trends and platform updates to continuously improve our media effectiveness and maintain a competitive edge.

YOUR TALENT

• Extensive experience in paid media leadership roles, ideally across both a fast paced consumer brand and leading media agency
• Deep and recent hands‑on expertise across paid search, paid social, and ideally display
• Strong platform fluency across Google Ads, SA360, DV360, CM360, Meta, TikTok, and other major buying platforms
• Deep familiarity with the wider media and data ecosystem, including CDPs, analytics platforms, tagging frameworks, and audience activation workflows
• Highly data driven and adaptable with the ability to interpret complex performance data and turn it into clear, strategic recommendations
• Commercially driven, with a clear view of healthy acquisition beyond just ROAS
• Experienced in setting up global paid media playbooks and guardrails for regional execution
• Strong understanding of automation and AI in media buying, including smart bidding, feeds, rules, scripts, experimentation, and workflow automation
• Strong command of forecasting, budget pacing, incrementality, testing, and investment trade‑offs
• Proven experience leading and scaling teams, with the ability to raise the bar on performance and accountability
• Experience working in complex global or multi‑market environments
• Excellent stakeholder management skills in a matrixed organization
• A passion for testing and learning, with a finger on the pulse of the latest media trends and emerging technologies.

PUMA supports over 21,000 employees across 120+ countries. The PUMA Group owns the brand PUMA, Cobra Golf and stichd, and is headquartered in Herzogenaurach, Germany.

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.