Puma: Julie Legrand Haverkamp appointed senior director global brand strategy

Julie Legrand Haverkamp (43) has been appointed senior director global brand strategy at Puma, announced the German equipment manufacturer on 14/02/2024.

The Frenchwoman will report directly to Richard Teyssier, Puma's vice president brand and marketing since 01/07/2023, after serving as general manager of Puma France between 2012 and 2021. "Julie will define and execute our strategy to drive higher brand visibility and strengthen the Puma brand and its perception around the world," said Teyssier.

Puma is thus continuing to reorganise its company, following the arrival of Arne Freundt, CEO of Puma, at the end of 2022 and the departure of Bjørn Gulden, who became CEO of adidas AG on 01/01/2023. The German group has moved its brand management and marketing operations departments from Boston (Massachusetts, USA) to Herzogenaurach (Germany), Puma's headquarters, since July 2023.

Julie Legrand Haverkamp was previously global brand director (CMO) at H&M (clothing) between 2022 and 2024, after being the Swedish group's global head of media from 2019 to 2022. She previously spent 15 years in…