YOUR MISSIONLead PUMA's global entertainment, influencer, creator and cultural talent strategy, building a world-class ecosystem of celebrities, artists, musicians, athletes, creators, stylists and cultural tastemakers who increase brand relevance, desirability and commercial impact.
Based in Los Angeles, the role serves as PUMA's global hub for entertainment, creator culture, music, sport culture, fashion and youth influence, ensuring the brand is connected to the people, platforms and moments shaping global culture.
The role is accountable for moving PUMA from 'single campaign-based' influencer activity to a structured, global entertainment and creator marketing model that supports brand heat, product demand, social engagement and commercial conversion.
Global Entertainment & Influencer Strategy- Define and lead the global entertainment, influencer and creator marketing strategy across all major brand, category and commercial priorities.
- Build a global talent architecture across celebrities, musicians, actors, athletes, creators, streamers, stylists, cultural connectors and commerce creators.
- Identify which talent drives brand elevation, category credibility, social velocity, community relevance and commercial conversion.
- Ensure entertainment and influencer activity is integrated into global brand planning, campaign development and product launch strategy.
- Develop long-term cultural partnership opportunities that strengthen PUMA's position in sport, fashion, music, entertainment and youth culture.
Talent Network & Relationship Management- Build and manage PUMA's global network across entertainment, music, sport, film, fashion, gaming, creator platforms and cultural communities.
- Act as senior relationship lead with agents, managers, publicists, stylists, labels, studios, creator agencies and key cultural intermediaries.
- Establish PUMA as a preferred partner for culturally relevant talent through meaningful, long-term and mutually valuable partnerships.
Influencer & Creator Operating Model- Design and implement a global operating model for influencer and creator marketing across HQ, regions and markets.
- Establish globais standards for talent identification, vetting, tiering, contracting, usage rights, briefing, approvals, reporting and brand safety.
- Build and maintain a global talent database and pipeline across entertainment, creators, VIPs, stylists and cultural connectors.
- Balance global consistency with local cultural relevance across all influencer and creator activity.
Campaign, Category & Product Integration- Partner with Brand, PR, Social, Product Marketing, Sports Marketing, Retail Marketing, E-commerce and Regional Marketing teams to embed talent into major campaigns and launches.
- Develop entertainment and influencer strategies for key categories including Football, Basketball, Running, Training, Motorsport, Sportstyle, Women's and Collaborations.
- Ensure the right talent is matched to the right product stories, cultural moments and consumer communities.
LA Cultural Hub Leadership- Establish PUMA's LA-based entertainment and influencer function as a global cultural intelligence and activation hub.
- Build PUMA's access across LA's entertainment, music, basketball, fashion, wellness, creator and sport culture ecosystems.
- Translate cultural insight into actionable recommendations for global campaigns, collaborations, seeding, events and product storytelling.
VIP Seeding & Product Heat- Lead PUMA's global VIP and product seeding strategy.
- Shift product seeding from volume-led gifting to a curated, high-impact brand heat model.
- Define priority talent, products, moments and objectives for VIP and creator seeding.
- Develop high-touch processes for priority talent, including product access, styling support, gifting, event integration and bespoke storytelling opportunities.
Creator Commerce & Platform Innovation- Develop creator-led demand models across TikTok, Instagram, YouTube, Twitch, Snap, Discord and emerging platforms and partnering across Marketing teams to connect activity to traffic and conversion.
- Build programs across short-form video, livestreaming, affiliate models, creator storefronts, UGC and community-led product storytelling.
- Ensure PUMA remains platform-native and competitive in the evolving creator economy.
Measurement & Performance- Develop a global measurement framework for entertainment, influencer and creator marketing.
- Track brand heat, earned media value, engagement quality, sentiment, share of voice, traffic, search uplift, conversion and sell-through contribution.
- Use data and insight to optimize future talent selection, campaign investment and platform strategy.
Team Leadership & Agency Management- Lead, develop and structure a team of 10-20 people across entertainment marketing, influencer strategy, creator marketing, VIP relations, talent operations and performance reporting.
- Manage external agencies, creator platforms, production partners, talent partners and specialist consultants.
- Own budget planning, forecasting, allocation and performance management.
- Build a high-performance culture combining cultural intelligence, operational excellence, commercial discipline and relationship strength.
YOUR TALENT- Bachelor's Degree in Marketing
- 15+ years' experience in entertainment marketing, influencer marketing, creator strategy, cultural marketing, talent partnerships, PR or brand partnerships.
- Experience within global consumer brands, ideally across sportswear, fashion, luxury, entertainment, music, media, platforms or youth culture.
- Strong network across Los Angeles entertainment, music, fashion, sport, creator and cultural ecosystems.
- Strong judgement on brand fit, cultural credibility, reputation risk and talent behaviour.
- Demonstrated ability to build talent partnerships that drive brand relevance, not only paid reach.
- Commercial understanding of how influence connects to traffic, conversion, product demand and sell-through.
- Proven experience leading teams of 10+ people.
- Strong understanding of creator platforms, social commerce, influencer measurement and digital content behaviour.
- Experience working across global HQ, regional and local market structures.
- Experience managing budgets, agencies, contracts, usage rights and legal complexity.
- Ability to travel both Domestically and Internationally required
The hiring range base pay for this position is $156,000-$216,060 + Bonus + Benefits
(Benefit Summary Corporate)
Pay may vary depending on job-related knowledge, skills, and experience.
