Puma has welcomed back industry veteran Tara McRae, who has returned to the company as Senior Vice President of Marketing and Brand Strategy for Puma North America. McRae rejoins Puma after a significant tenure from 2006 to 2016. In her past decade away from Puma, McRae served in several high-profile roles, including her recent position as Global Chief Marketing Officer and Chief Digital Officer at Clarks Originals.
She was also the first Chief Marketing Officer for NFL icon Tom Brady’s health and wellness brand, TB12. McRae expressed her deep love for Puma, stating, “Puma is a deep love of mine. It was well before I worked for the brand when I was a kid, it was while I worked at the brand, and it has never left me — even being away for eight years.”
She cited her admiration for Puma’s recent business developments, particularly the success of Puma Hoops in basketball, the reintroduction of the Speedcat shoe, and the ongoing Sportstyle initiatives.
McRae believes there is no better time for her to return to the sports side of the industry. In her new role, McRae will report to Puma North America President Bob Philion.
Tara McRae returns to Puma
The two have a history of collaboration, having worked together during Puma’s strategic expansions into golf, including the acquisition of Cobra Golf in 2010. McRae will lead the North American brand and marketing strategy, focusing on driving profitable growth and enhancing brand equity. Her responsibilities will include developing and executing consumer-centric branding and marketing strategies across all channels with a particular emphasis on entertainment and basketball marketing.
Reflecting on her goals for her first year back at Puma, McRae aims to elevate the brand amidst increasing competition. She plans to maximize trends, work closely with ambassadors and retail partners, and develop the right game plan with all of them. McRae also highlighted the upcoming World Cup and Olympics, both set to take place in the U.S., as significant opportunities for the brand.
She believes her experiences outside of Puma, working at Clarks and TB12, have provided her with valuable insights into global branding and startup environments. In addition to her role at Puma, McRae serves as a strategic advisor for Relentless Consumer Partners and a non-executive board member at Kegg.
