TLL Staff
Sports company PUMA has appointed former H&M executive Julie Legrand as its Senior Director Global Brand Strategy.
Legrand former worked with fashion brand H&M in a similar position as that company’s Global Brand Director. With the move to PUMA, Legrand will be responsible for overseeing many of the critical roles in PUMA’s strategic plan to elevate the brand.
Legrand, who will report directly to PUMA’s Vice President Brand & Marketing Richard Teyssier, has 20 years of experience in marketing and brand management. In addition to her work with H&M, Legrand also held senior positions in marketing and brand at Procter & Gamble.
“With Julie, we have found an experienced leader to head up PUMA’s global brand strategy,” said Teyssier. “She will define and execute our strategy to drive higher brand visibility and strengthen the PUMA brand and its perception around the world.”
The appointment of Julie follows the company’s decision taken in June to reorganize its global brand management and marketing operations and relocate them from Boston to PUMA’s headquarters in Herzogenaurach, Germany.
At the start of 2023, PUMA says it sharpened its strategic priorities and defined brand elevation as one of its three top strategic priorities for the company’s future growth.
“PUMA is one of the most recognized names in the sports industry with a fantastic brand heritage. I am very proud to be in charge of further sharpening the brand’s positioning and preference with consumers,” said Legrand. “I look forward to working with the team in Herzogenaurach to further elevate the PUMA brand.”
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