Reporting to: Head Category Marketing

Position Summary:

Role

Own and drive the key franchises equity within the Sportstyle business end-to-end – from strategic planning to cultural execution – across channels and consumer touchpoints.

Focus Area

Sportstyle – spanning sneaker culture, street fashion, and lifestyle-led consumption.

Strategic Mandate

Build and scale Marquee franchises in India while strengthening Puma’s positioning within culture, community, and premium fashion ecosystems.

Candidate Profile

Someone who knows every sneaker drop, is deeply embedded in the culture and community, and lives this space beyond work hours. Operates at the intersection of culture and commerce bringing sharp sneaker and street culture knowledge along with strong execution rigour.

Key Responsibilities:

1.  Marquee Franchise Strategy & Growth

• Own the roadmap for key Sportstyle franchises in India driving positioning, scale, and cultural relevance

• Build long-term franchise equity through storytelling, community integration, and visibility across all sales and marketing touch points

• Drive full-funnel impact from awareness to sell-through

2.  Strategic Account & Platform Development

• Build and grow Puma’s presence in premium fashion and lifestyle accounts

• Develop account-specific strategies aligned to Puma’s positioning and partner identity

• Leverage key accounts as platforms for culture-led storytelling and retail differentiation

3.  Integrated Marketing & Activation

• Lead cross-channel marketing initiatives ensuring alignment across brand, retail, digital, and community

• Plan and execute high-impact activations and cultural moments that drive both aspiration and conversion

• Identify opportunities to elevate brand presence beyond traditional campaign formats

4.  Community & Influencer Ecosystem:

• Build and manage a highly curated influencer and community network across fashion, sneakers, and street culture

• Drive a shift from paid amplification to earned cultural credibility

• Identify and collaborate with creators, stylists, and cultural voices who shape the narrative

5.  Cross-functional Leadership & Execution

• Drive strategic projects across teams – working closely with merchandising, content, sales, and external partners

• Ensure seamless execution from idea to on-ground delivery

• Own budgets with a strong focus on efficiency, ROI, and impact tracking

Key Performance Indicators:

• Growth and scale of Marquee franchises and sell-through performance during key campaign windows

• Reach targets met across owned, earned, and paid channels per campaign

• Traffic driven to Sportstyle product pages and retail touchpoints per activation

• Influencer roster relevance and engagement quality, reviewed quarterly

• Store engagement activities delivered consistently across key Sportstyle retail doors

Organizational Relationships:

• Internal: Content, Merchandising, Finance, Legal, Sales

• External: Sneaker and fashion community collaborators, premium fashion and lifestyle accounts, event and creative agencies, multi-brand retail partners

Eligibility Criteria And Functional  Competencies Required:

• 3–6 years in marketing or brand management; brand-side, agency, or startup experience considered

• Genuinely immersed in sneaker and street culture – knows the product, the community, the aesthetic codes, and what makes a brand feel credible in this space

• Proven track record running influencer programmes and delivering consumer activations end-to-end

• Operationally reliable – pressure-tested, no task too small, accountable on timelines and budgets

• Proficient in PowerPoint and Excel; clear communicator in briefs, decks, and in the room

• Attitude, cultural fluency, and hunger weighted above institution or pedigree