PUMA appoints Dusan Hamlin as vice president of ecommerce
PUMA has appointed Dusan Hamlin to the newly created role of vice president of ecommerce with immediate effect.
Hamlin brings more than 25 years of industry experience to the role, having previously led digital and ecommerce transformations at Reebok and Adidas.
He has also co-founded and managed several companies, including global performance marketing company M&C Saatchi Performance and digital innovation and design consultancy This Place, and has held a long-term board position at Tokyo-listed software company Asteria Corporation.
Subscribe to TRBIn his new position, Hamlin will be responsible for driving the global strategy and commercial direction of PUMA’s digital and ecommerce businesses while reporting to the brand’s chief commercial officer, Matthias Bäumer.
The appointment follows the announcement in late 2025 that PUMA would be splitting its direct-to-consumer business into two dedicated areas: global retail and global ecommerce.
Bäumer said: “With Dusan, we have found a proven digital transformation expert to take PUMA’s ecommerce 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 ecommerce leadership to further develop our strategy and enhance the consumer experience across our website, apps and marketplaces.”
Hamlin said: “We have a massive opportunity at PUMA. 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.”
Earlier this month, PUMA announced that it had appointed Marcia Dos Santos to the newly created role of vice president of BU Core.
