Puma Appoints Nadia Kokni as Vice President of Global Brand Marketing
In a strategic move shortly after restructuring its brand marketing division, Puma has appointed Nadia Kokni as the new Vice President of Global Brand Marketing.
Kokni takes over from Richard Teyssier, who has opted to leave the company after a notable 14-year tenure, seeking new avenues for growth.
As the foremost leader in global marketing for Puma, Kokni will be responsible for overseeing brand marketing strategy, directing marketing creative, and managing integrated marketing communications on a global scale. She joins the company’s global leadership team, reporting directly to Chief Brand Officer Maria Valdes.
Expressing her enthusiasm regarding her new role, Kokni stated, I’m delighted to join Puma at such an exciting moment for the brand. It has a powerful heritage and a clear opportunity to lead at the intersection of sports, culture, and performance.
I look forward to collaborating with Maria and our global teams to deliver bold, meaningful storytelling that inspires consumers and accelerates Puma’s growth trajectory.
Kokni’s prior experience includes a tenure at Hugo Boss as Senior Vice President of Global Marketing and Communications, where she led substantial brand transformation initiatives and digital advancements.
Before that, she served as the Global Group Marketing Director at JD Sports for nearly two years. Her extensive portfolio also encompasses roles as VP of Global Brand Marketing at Tommy Hilfiger, Global Marketing Director for H&M Group’s Cheap Monday label, and Global Communications Director for Adidas Originals.
Valdes highlighted Kokni’s exceptional capabilities, stating, Nadia is a world-class marketing leader with a proven ability to build modern global brands through strategic clarity, creative excellence, and cultural relevance.
Her appointment comes at a crucial juncture for Puma, as we strive to integrate product creation with storytelling.
Nadia’s leadership will enable us to craft sharper product narratives, enhance brand visibility, and forge deeper consumer connections globally.
Kokni’s hiring aligns with Puma’s recent overhaul in October, which aimed to consolidate brand marketing, product innovation, creative direction, and go-to-market strategies into a singular global framework, also helmed by Valdes.
The restructuring focused on generating “stronger and more consistent” storytelling to elevate product engagement.
These developments are part of Puma’s broader strategy to reignite enthusiasm within the brand. In October, the company reported a significant third-quarter sales decline of 10.4 percent, as new CEO Arthur Hoeld began articulating his plans for a revitalization.
The German activewear company cited a need for a strategic “reset” as it addresses “several company-specific challenges, including subdued brand momentum, high inventory levels throughout the trade, and subpar distribution quality.”
Source link: Wwd.com.
