What started as a knock on Puma’s door led to a job as global marketing manager of the brand’s Select division.
What is a typical week for you?
I lead global marketing across Puma’s high-end streetwear division, Puma Select. My average week varies but my role is focused on the creation of a global marketing and communication strategy, developing seasonal sell-in assets [such as communications around campaign concepts and in-store visuals] for sales teams in the go-to-market process and managing global launch events of key products, collaborations and partnerships.
What task are you most looking forward to today?
We’re planning our second Select magazine, which focuses on New York. It will feature stories and concepts for spring 15, as well as interviews with streetwear influencers that have a New York connection. We will also be working with our performance ambassadors such as Usain Bolt and Thierry Henry, who will be a part of the photo shoot in New York.
What task do you wish you could postpone?
It gets stressful when projects and deadlines all come at once and I need to prioritise my workload. The team works closely together, which is very helpful. Also, our boss Yassine Saidi, head of Puma Select, is very supportive and motivates us.
How did you get to where you are today?
I’d always dreamt of working for a sports brand like Puma, especially in a metropolitan city like London. After graduating from university in Germany, I was visiting London and I just knocked on the door of the Puma SE Entertainment offices and asked for an internship and luckily the opportunity was available. Soon after, I moved into the Puma UK marketing department and eventually became marketing manager. Early in 2013 the new Select department was being created and it seemed like the perfect opportunity for me to develop my career at a global level.
How is working in London different to life in Germany?
Through my studies, I had to do a few internships and I used these to travel and work in different cities, such as Milan. So moving to London wasn’t such a shock, but it was exciting and challenging. London is such a cosmopolitan city and the mix of cultures is fascinating. There are only a few cities that embody this vibe and where I could see myself living and working.
What has been your career highlight?
My career highlight is what I’m doing right now. I’m exactly where I wanted to be at this age, heading the global marketing for Puma Select and having the opportunity to travel and meet inspiring people.
If you could change one thing about your career path, what would it be?
In hindsight, I would have liked to travel after graduating from university. Nonetheless, I am fortunate enough to travel quite a lot with my job at Puma, but I do still have a bucket list to complete.
Who is your mentor?
My parents are my mentors. Our family moved around quite a lot when I was younger; I learnt how to be open-minded and got to know different people and cultures. This has definitely shaped my character and it’s also evident in my personality and work ethic now.
What’s the best piece of advice they’ve given you?
To do what makes me happy - whatever decisions I take in my personal and professional life I should always be happy with them.
What advice would you give to someone wanting to follow in your footsteps?
To believe in yourself and stay strong. I have a great support network from both my work and from my friends and family, but it is my own self-motivation and ambition that have helped me achieve my goals and progress my career.
If you could work in another area of fashion, what would it be?
I did a Fashion Management BA at university and the modules that most interested me included innovation and functionality of materials and garments. Development is probably not a career I would follow, but I am passionate about innovation and performance in product and marketing.
- Salaries for this position range from £50,000 to £60,000 (estimate provided by Success Appointments)
2013 Global marketing manager, Select, Puma International
2011 Lifestyle marketing manager, Puma UK
2010 Sports & lifestyle marketing executive, Puma UK
2009 Graduated with Marketing and Fashion BA, AMD Akademie Mode & Design, Hamburg, Germany
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