Digital leadership expansion at Puma
Sportswear company Puma has appointed Dusan Hamlin to the newly created role of vice president E-commerce, effective immediately.
Reporting to chief commercial officer Matthias Bäumer, Mr Hamlin will lead the global strategy and commercial direction of PUMA’s digital and e-commerce business.
He brings more than 25 years of industry experience and has previously led digital and e-commerce transformation projects at Reebok and adidas. More recently, he co-founded performance marketing company M&C Saatchi Performance and digital consultancy This Place.
The appointment follows Puma’s decision in late 2025 to split its direct-to-consumer operations into separate Global Retail and Global E-Commerce divisions. The company said Mr Hamlin will focus on further developing its digital capabilities, including social commerce and AI-driven commerce.
