Head of Global Social Media

About the role

PUMA is looking for a senior leader to define and execute its global social media and content strategy across all key platforms. The role will drive brand heat, cultural relevance and full‑funnel demand while shaping a distinctive PUMA voice for next‑generation consumers.

Key responsibilities

• Define and execute a global social media and content strategy that drives brand relevance and demand.
• Build and lead an always‑on content engine delivering fast, platform‑native storytelling across sport, lifestyle and culture.
• Establish a distinctive PUMA voice, content rhythm and social behavior that resonates with younger audiences.
• Turn athletes, ambassadors, creators and cultural moments into scalable, high‑impact content engines.
• Use social as a core demand‑generation channel, linking storytelling to product desirability, traffic and conversion.
• Lead global platform excellence, innovation and test‑and‑learn approaches across emerging formats and technologies.
• Develop a global‑to‑local operating model that balances consistency with local cultural relevance.
• Define KPI frameworks and performance systems to measure brand impact, engagement and commercial outcomes.

Required profile

• 12+ years of experience in global social media, content creation or digital marketing leadership within sporting goods, fashion, lifestyle or consumer brands.
• Proven track record of building culturally relevant brands and delivering measurable business impact through social and creator ecosystems.
• Strong commercial acumen with the ability to connect brand storytelling to e‑commerce and retail performance.
• Experience leading global teams, agency ecosystems and complex matrix organizations.
• Excellent leadership, communication and stakeholder‑management skills, with the ability to influence senior leaders worldwide.

Required skills

• Deep expertise across major platforms such as Instagram, TikTok, YouTube and emerging channels.
• Strong understanding of platform‑native content formats and trends.
• Data‑driven mindset with expertise in social analytics and performance measurement.