Director Global E-Commerce Loyalty & CRM

Role overview

In this leadership position, you will shape and steer PUMA’s global loyalty, membership, and CRM agenda as a key driver of customer value and business growth. The role is responsible for turning loyalty into a strategic lever that improves customer lifetime value, strengthens brand equity, and delivers measurable commercial outcomes across the organization.

You will work across eCommerce, marketing, product, technology, retail, legal, and regional teams to create a scalable membership model that connects strategy with execution in a global environment.

Key responsibilities

• Set the global vision and multi-year roadmap for loyalty and membership, ensuring it supports brand direction, DTC growth, and long-term customer value.
• Own the end-to-end evolution of the loyalty proposition, including tiers, benefits, earn-and-burn design, rewards mix, and lifecycle journeys.
• Lead CRM strategy worldwide, with a strong focus on segmentation, personalization, and insight-led decision-making.
• Build, develop, and scale a high-performing global team for loyalty and membership as the function grows.
• Define the commercial case for the program with BI and Finance, including retention, CLTV improvement, margin impact, breakage, and ROI.
• Embed loyalty across CRM, paid media, onsite experiences, and trading activities to drive incremental value throughout the funnel.
• Partner with IT and Marketing on platform setup, scalability, regional adaptability, and long-term operational stability.
• Align global and local stakeholders by setting governance, guardrails, and clear ways of working that support both consistency and speed.
• Create strong KPI, reporting, and governance structures that improve accountability and transparency across the business.
• Keep the program competitive through innovation, partnerships, and new value-creation ideas.
• Drive ongoing optimization after launch by using experimentation and data to improve performance over time.

What the role requires

• 10+ years of experience leading loyalty or membership strategies at scale, preferably in global retail, eCommerce, fashion, lifestyle, or sport-oriented businesses.
• Proven experience building, leading, and developing teams, with the ability to grow capabilities alongside business ambition.
• Strong commercial and analytical capability, including CLTV modeling, cohort analysis, retention, unit economics, and margin trade-off understanding.
• History of launching and scaling programs from the ground up, with ownership from strategy through execution and optimization.
• Hands-on exposure to loyalty and CRM technology ecosystems, including platform choice, integrations, and scalability planning.
• Credibility at senior leadership level and the ability to influence cross-functional stakeholders through clear, data-backed communication.
• A strategic mindset paired with strong execution discipline in fast-moving, ambiguous settings.
• Leadership presence that can create alignment, clarity, and momentum in global matrix organizations.

Additional information

PUMA’s culture is guided by SPEED & SPIRIT and values that encourage employees to be driven, vibrant, together, and authentic. All genders are welcome to apply.

The company is an equal opportunity employer and does not tolerate harassment or discrimination of any kind. Hiring decisions are made by people, with AI used only for limited administrative support such as interview scheduling.

PUMA is a global sports brand focused on footwear, apparel, and accessories. The group includes PUMA, Cobra Golf, and stichd, operates in more than 120 countries, and employs around 22,000 people worldwide.

Location: Herzogenaurach, Bavaria, Germany.

Employment type: full-time, onsite.