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 across brands, agencies, and software, Hamlin will lead PUMA’s global e-commerce strategy, focusing on platform innovation, AI-driven commerce, and consumer experience to strengthen the brand’s digital growth.

PUMA has appointed digital veteran Dusan Hamlin as Vice President of E-Commerce, signalling a decisive shift in how the sportswear brand approaches its online business. The newly created role, effective immediately, places Hamlin at the helm of PUMA’s global digital commerce strategy, reporting directly to Chief Commercial Officer Matthias Bäumer.  

Hamlin’s remit is expansive, covering the company’s websites, apps, and marketplace presence. His appointment underscores PUMA’s recognition that e-commerce now stands alongside wholesale and retail as a core growth engine. With more than 25 years of experience in digital transformation, Hamlin brings a rare blend of brand-side, agency-side, and software-side expertise. His career includes leading projects at Reebok and adidas, co-founding performance marketing firm M&C Saatchi Performance, and steering digital innovation consultancy This Place. He also holds a long-term board role at Tokyo-listed software company Asteria Corporation, adding depth in technology and international operations.  

The move follows PUMA’s late‑2025 restructuring of its direct-to-consumer business into two distinct divisions: Global Retail and Global E-Commerce. By creating a dedicated executive role for e-commerce, PUMA ensures that decisions about platform design, merchandising, and consumer experience are not overshadowed by physical retail priorities. Internally, the company has emphasised how digital channels have rapidly become central to consumer engagement, shaping product discovery, campaign interaction, and brand loyalty.  

Hamlin’s mandate is to elevate PUMA’s e-commerce offering to “the next level.” This involves optimising existing platforms while building a world-class operating model and expanding the digital team. His early comments highlight priorities such as platform improvement, operating model design, and harnessing emerging technologies including social commerce and AI-driven commerce at scale.  

For consumers, this strategy promises a more coherent and personalised experience across PUMA’s digital touchpoints. Whether shopping on the brand’s own site, through apps, or via marketplaces, customers can expect consistent brand expression, smarter product curation, and services that feel tailored rather than generic. The integration of AI and data-driven insights will allow PUMA to refine recommendations, personalise journeys, and embed commerce more seamlessly into social environments.  

Hamlin’s appointment reflects PUMA’s broader ambition to strengthen its premium identity in the digital space and accelerate growth by aligning leadership with evolving consumer expectations. As sportswear brands increasingly compete on both performance and lifestyle resonance, executives with deep digital expertise are becoming indispensable. Hamlin’s blend of strategic vision and operational experience positions him to drive PUMA’s next phase of digital expansion, ensuring the brand remains competitive in a rapidly evolving retail landscape.