Puma has appointed Dusan Hamlin as vice president e-commerce, with immediate effect.

Hamlin has more than 25 years’ experience in the retail industry, including more than seven years at Puma competitors Adidas and Reebok where he led digital brand transformation across e-commerce and digital marketing platforms.

In the new role, which reports directly to the chief commercial officer, Hamlin will work to expand market reach and improve customer engagement by leading Puma’s global digital strategy across its e-commerce and marketplace business.

The move follows a decision by Puma to break its direct-to-consumer business into two segments, global retail and global e-commerce.

“We have a massive opportunity at Puma,” said Hamlin. “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.

Matthias Bäumer, chief commercial officer at Puma, 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.”

Puma has made several high-profile appointments this year: in April it named Mark Langer as its new chief financial officer, as well as James Carnes as its new senior vice president of creative direction, Laurent Fricker as vice president of business unit sportstyle, and Bertrand Blanc as vice president of global wholesale.

These appointments were followed by it naming Dennis Schoreder as managing director for Europe in May, and Marcia Dos Santos as its new vice president BU core in July.

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