Director global e-commerce loyalty & crm

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YOUR MISSION
As Director, Global Loyalty & Membership, you will define and lead the global strategy for our loyalty, membership and CRM ecosystem, establishing it as a core customer value add and commercial growth lever globally for our company. This role goes beyond program management: it is about setting direction, shaping how the organization leverages loyalty to drive customer lifetime value, and ensuring it delivers measurable, enterprise-level business impact. You will connect strategy to execution, aligning teams across eCommerce, marketing, product, technology, retail, legal and regions to build a scalable, high-performing membership model that reinforces brand equity and commercial performance. You will operate at the intersection of customer, commercial performance, and organizational alignment – translating ambition into a clear, outcome-driven roadmap and ensuring it is executed with rigor across a complex, global environment.

Define and own the global loyalty & membership vision and multi-year roadmap, ensuring tight alignment with brand strategy, DTC growth ambitions, and long-term customer value creation

Oversee the end-to-end design and evolution of the loyalty program, including value proposition, tiering, benefits, earn & burn mechanics, experiential vs. monetary rewards, and full member lifecycle orchestration

Lead global CRM efforts, driving personalization, segmentation, and data-driven decision-making

Build and lead a high-performing global loyalty & membership team over time, defining the right capabilities, structure, and ways of working to scale the function as a core growth engine

Own the business case and economics: in partnership with BI and Finance, define and steer CLTV uplift, retention impact, margin dynamics, breakage, and ROI – embedding loyalty as a measurable driver of profitable growth

Lead the integration of loyalty into the broader commercial ecosystem, ensuring it is fully embedded across CRM, paid media, onsite experience, and trading levers to unlock incremental value across the funnel

In concert with IT & Marketing, steer platform configuration, scalability, and continuous evolution across regions, ensuring future-proof architecture and operational excellence

Act as the global point of alignment across functions and markets, setting clear guardrails and governance while enabling local teams to execute with speed and relevance

Establish a best-in-class performance and governance framework, with clear KPIs, reporting structures, and operating rhythms that drive accountability and transparency at all levels of the organization

Continuously evolve the program through innovation, partnerships, and new value creation models, ensuring the proposition remains differentiated, competitive, and ahead of consumer expectations

Lead post go-live optimization as an ongoing growth engine, leveraging data and experimentation to continuously unlock incremental value and improve performance

YOUR TALENT

Extensive experience (10+ years) defining and leading loyalty or membership strategies at scale, ideally within global retail and eCommerce, fashion, lifestyle, or sportstyle environments

Experience building, leading, and developing high-performing teams, with the ability to scale talent and capabilities in line with business ambition

Strong commercial and analytical mindset, deeply fluent in CLTV modeling, cohort analysis, retention dynamics, unit economics, and margin trade-offs, with the ability to translate insight into action

Proven track record of building and scaling programs from zero to one, with full ownership from strategy through execution and optimization

Experience navigating and shaping complex loyalty and CRM technology ecosystems, including platform selection, integrations, and long-term scalability considerations

Ability to operate and influence at senior leadership level, aligning diverse stakeholders across marketing, digital, finance, product, and technology through clear, data-driven narratives

Strategic yet highly execution-oriented: able to set direction while driving delivery in a fast-paced, ambiguous environment

Strong leadership presence with the ability to drive alignment, clarity, and momentum across global, matrixed organizations

PUMA supports over 21,000 employees across 120+ countries. The PUMA Group owns the brand PUMA, Cobra Golf and stichd, and is headquartered in Herzogenaurach, Germany.

PUMA provides equal opportunities for all job applicants, regardless of race, color, religion, national origin, sex, gender identity or expression, sexual orientation, age, or disability. Equality for all is one of the core principles at PUMA and we do not tolerate any form of harassment or discrimination.

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