Director, Global E-Commerce Loyalty & CRM

Overview

This leadership role is responsible for shaping and directing the worldwide loyalty, membership, and CRM agenda. The goal is to make the program a meaningful customer benefit and a major driver of commercial growth across the business.

The position is not limited to day-to-day program administration. It calls for setting the strategic direction, defining how loyalty can increase customer lifetime value, and ensuring the work creates measurable business results at an enterprise level. The role brings together teams across eCommerce, marketing, product, technology, retail, legal, and regional markets to deliver a scalable membership model that strengthens both brand value and commercial performance.

You will work at the junction of customer experience, business performance, and organizational coordination, turning long-term ambition into a practical roadmap and making sure it is delivered effectively in a complex global setting.

Key Responsibilities

• Set and maintain the global vision and multi-year roadmap for loyalty and membership, ensuring it supports brand direction, direct-to-consumer growth, and long-term customer value.
• Shape the full loyalty program experience, including the value proposition, tier structure, benefits, earn-and-burn rules, experiential and monetary rewards, and the complete member journey.
• Lead worldwide CRM activity, with a focus on personalization, segmentation, and data-led decisions.
• Build and grow a strong global loyalty and membership team over time, including the capabilities, structure, and working model needed to scale the function as a growth engine.
• Own the commercial case and financial logic by working with BI and Finance to define and track CLTV uplift, retention effects, margin impact, breakage, and ROI, making loyalty a measurable contributor to profitable growth.
• Embed loyalty into the wider commercial ecosystem by integrating it across CRM, paid media, onsite experiences, and trading levers to create incremental value throughout the funnel.
• Partner with IT and Marketing to guide platform setup, scalability, and continuous improvement across regions, while ensuring a future-ready architecture and strong operational execution.
• Act as the global coordination point across functions and markets, setting clear rules and governance while allowing local teams to move quickly and stay relevant.
• Put in place a strong performance and governance model with defined KPIs, reporting cadences, and operating rhythms that build accountability and transparency throughout the organization.
• Advance the program through innovation, partnerships, and new value-creation approaches so the proposition stays distinctive, competitive, and ahead of changing customer expectations.
• Drive ongoing post-launch optimization using data and experimentation to keep improving performance and unlocking additional value.

Candidate Profile

The ideal candidate brings extensive experience leading loyalty or membership strategies at scale, preferably in global retail, eCommerce, fashion, lifestyle, or sportstyle businesses. You should have a strong background in building and developing high-performing teams, with the ability to grow capability in step with business goals.

A strong commercial and analytical mindset is essential, including deep familiarity with CLTV modeling, cohort analysis, retention behavior, unit economics, and margin trade-offs, along with the ability to turn insights into action. Experience launching and scaling programs from the ground up is important, as is full ownership from strategy through execution and optimization.

You should also be comfortable working within complex loyalty and CRM technology landscapes, including platform choice, integrations, and long-term scalability. Senior stakeholder influence is critical, especially when aligning marketing, digital, finance, product, and technology teams through clear, evidence-based storytelling.

The role requires a strategic thinker who is also highly execution-focused, able to provide direction while delivering in a fast-moving and ambiguous environment. Strong leadership presence is needed to create alignment, clarity, and momentum across a global matrix organization.

Additional Information

PUMA’s hiring philosophy is built around SPEED & SPIRIT, expressed through values that encourage people to be driven, vibrant, together, and themselves. Applications are open to all genders, and the company encourages everyone who meets the requirements to apply.

PUMA is headquartered in Herzogenaurach, Germany, and operates with more than 21,000 employees across 120+ countries. The PUMA Group includes the PUMA brand, Cobra Golf, and stichd.

The company is committed to equal opportunity for all applicants regardless of race, color, religion, national origin, sex, gender identity or expression, sexual orientation, age, or disability. Harassment and discrimination are not tolerated in any form.