Puma Names Richard Teyssier As Global Brand And Managing Director


With effect from July 1, 2023, Richard Teyssier, regional general manager for Puma in Europe, will serve as the organization's worldwide brand and marketing director. He will answer directly to Arne Freundt, the CEO of Puma, in this capacity.

Teyssier had been the general manager of the French market at Puma up until 2021, at which point he took over all channels for Central Europe, France, the UK and Ireland, Southern Europe, and Northern Europe. Up until the appointment of his successor, he will remain in charge of the Europe region.

Prior to joining Puma in 2010, Teyssier spent 17 years at Mars Inc. directing marketing functions, where he was in charge of some of the company's most recognisable brands, including M&Ms and Twix in France.

As a top strategic objective, Puma is restructuring its global marketing to strengthen its brand. Brand management and marketing activities will move from Boston to the company's Herzogenaurach, Germany, headquarters as of July 1 in order to improve alignment and speed up decision-making with the company's international business units, global go-to-market function, and creative direction.

To advance the brand in the US market, local sports marketing and local partnership management tasks have been assigned, which will further improve Puma North America's marketing structure.

After more than 20 years with the company, Puma's global chief brand officer Adam Petrick has chosen to pursue new challenges outside of the company rather than moving to Herzogenaurach as part of the restructure. To guarantee a smooth transition, he will remain with the company until the end of the year.

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