More from Footwear News
-
LaMelo Ball's Puma MB.04 Sneaker Will Be Released in September
-
Zappos' Latest Dog-Friendly Campaign Celebrates Customers Who Adopted Older Dogs
-
Breanna Stewart's Puma x Harry Potter Sneaker Collab Carries the Dark Mark
An industry veteran who spent 10 years at Puma has returned to the brand.
Tara McRae — who held several marketing roles with the athletic powerhouse from 2006 to 2016 — has assumed the role of senior vice president of marketing and brand strategy for Puma North America, effective Aug. 30. She is also a member of the Puma North America senior leadership team.
“Puma is a deep love of mine. It was well before I worked for the brand when I was a kid, it was while I worked at the brand, and it has never left me — even being away for eight years,” McRae told FN.
McRae spent the last four years at Clarks Originals, most recently serving as its global chief marketing officer and digital officer. Also in her career, she was the first chief marketing officer at NFL icon Tom Brady’s health and wellness brand TB12.
McRae said she had been enamored with several aspects of Puma’s business from afar. Specifically, the exec — an admitted Boston Celtics and WNBA fan — called out the impact that Puma Hoops has had on basketball, as well as the success of Puma Running (which she said has produced some of the brand’s best products ever) and Sportstyle (in particular, the reintroduction of Speedcat and Mostro).
“There’s no better time, in my opinion, for me to come back to the sports side [of the industry],” McRae said.
She will report to Puma North America president Bob Philion. McRae’s professional relationship with Philion began when Puma ramped up its efforts in golf, including the signing of Rickie Fowler in 2009 and the acquisition of Cobra Golf in 2010. (Philion served as president and chief executive officer of Cobra Puma Golf before becoming president of Puma North America.)
“We never lost touch,” McRae said. “We’ve always had a really good relationship. I get along with him really well, I respect him a lot and I’m excited to work with him again. The region has grown dramatically, it’s a big region and it’s an exciting business.”
In her new role, McRae will be responsible for leading and providing strategic guidance across its North American brand and marketing strategy, which includes both driving profitable growth and enhancing brand equity.
She will be tasked with developing and executing longer-term consumer centric brand and marketing strategies and plans for the North American market across all channels. The company said she will work with its global brand strategy team, and will have an additional focus on entertainment and basketball marketing “given their importance and growing influence in North America.”