PUMA NAMES DUSAN HAMLIN VICE PRESIDENT OF E-COMMERCE

Puma has appointed Dusan Hamlin as Vice President of E-Commerce, reporting to Chief Commercial Officer Matthias Bäumer. With over 25 years of digital expertise, Hamlin will lead Puma’s global e-commerce strategy as the brand invests in digital infrastructure and direct-to-consumer channels, aiming to strengthen growth and elevate consumer experience.  

Puma has appointed digital commerce specialist Dusan Hamlin to the newly created role of Vice President of E-Commerce, underscoring the sportswear giant’s commitment to strengthening its direct-to-consumer business. Reporting directly to Chief Commercial Officer Matthias Bäumer, Hamlin will oversee the global strategy and commercial direction of Puma’s digital operations.  

Hamlin brings more than 25 years of experience in digital transformation and e-commerce. His career includes leading initiatives at Adidas and Reebok, co-founding global performance marketing firm M&C Saatchi Performance, and establishing digital innovation consultancy This Place. He also serves on the board of Tokyo-listed software company Asteria Corporation, adding depth in technology and international operations.  

The appointment follows Puma’s late‑2025 restructuring of its direct-to-consumer division into two distinct functions: Global Retail and Global E-Commerce. This structural change reflects the growing importance of online sales and digital consumer engagement. Bäumer said: “With Dusan, we have found a proven digital transformation expert to take Puma’s E-Commerce to the next level. Our digital channels have become increasingly important for our business in recent years. Considering this, it was crucial to establish dedicated e-commerce leadership to further develop our strategy and enhance the consumer experience across our website, apps and marketplaces.”  

Hamlin himself emphasised the scale of the opportunity: “We continue to significantly improve our platform capabilities, and we are now putting in place a world-class operating model and extended digital team to support our goals. Globally emerging technologies such as social commerce and AI-driven commerce at scale will be a key focus to meet our customers’ needs.”  

The move comes as Puma undergoes strategic transformation under CEO Arthur Hoeld, who has described 2026 as a transition year. The company is working to restore growth through cost efficiencies, inventory reductions and distribution improvements, while investing heavily in digital infrastructure and direct-to-consumer channels. In its most recent quarterly results, Puma reported a 3.8% increase in direct-to-consumer sales despite an overall revenue decline, highlighting the growing importance of its owned retail and digital operations.  

Hamlin’s appointment also forms part of a wider recruitment drive, with Puma making six senior hires since the start of the year. Notably, many of these executives have backgrounds at Adidas and Nike, signalling Puma’s ambition to establish itself firmly among the world’s top three sportswear brands.