Julie Legrand

PUMA Senior Director Global Brand Strategy & Communications @ PUMA Group

About

Global Brand leader / CMO (leading more than 1000 people and 1Bn annual budget) enabling companies to become truly brand led at a global scale to sustainably drive business success. Transformed several listed and non-listed / family-owned companies’ DNAs ultimately resulting in improved P&L.Experience: ·       22 years of experience, with 6 years as CMO / global head of brand and media.·       Led global brand departments up to 400 people and 1000+ local marketing teams in matrix.·       Worked in local and global levels both for large process oriented and agile fast paced organisations. ·       P&L responsibility for the marketing function with annual budget up to 1Bn Euros. Scope:·       Lived and worked in 4 different countries: Germany, Sweden, France, Switzerland. Operated globally across Europe, MEA, North and Latin America, Asia, Greater China.·       Global large or middle sized FMCG (Health & Beauty), Fashion Retail and Sport companies of up to 100k employees; local/ European small sized family-owned corporations of 350 employees.·       Global or regional matrix organisations, US and European company cultures.  Core disciplines: Brand strategy, marketing function, brand marketing, brand campaigns, retail, D2C, e-commerce, consumer insights, marketing analytics, brand and performance media, PR, creator and influencer marketing, Social, agency management, creative direction and campaign development, budget and investment strategy. Key achievements: ·       Brand Turnarounds – Connecting Brand & Business.  Reset PUMA’s brand DNA globally in 12 months: increase in global unaided awareness and sales with highest marketing contribution. Reversed years of declining H&M brand KPIs—step-changed marketing as % of sales.·       Brand-Led Transformation – From opportunism to Global Leadership. At H&M, implemented a centralized, brand-centric, data-driven model (MMM in key markets, OGSM), achieving increased Marketing ROI. At PUMA, built global frameworks, consumer insights, a central brand team, enabling long-term brand elevation.·       Challenger Brand Revival – Reclaiming Disruptive Positioning. Diagnosed PUMA’s opportunities via global consumer study, sharpened positioning, and launched "Go Wild"—first 360° global running brand campaign—leading to increased sales, and 10+ global awards. ·       Future forward organisation – Rebuilt H&M’s global brand function with a long term vision, creating insights, in-house content, digital media, and innovation teams. Delivered a leaner structure, higher marketing ROI, and fewer/better assets.

Country

City

Germany

Industry

Retail

Skill

Brand led transformation, Brand functional leadership and transformation, Brand turnaround and reinvention, Challenger Brand revival, Brand reinvention, Beverage Industry, Campaign Effectiveness, Return on Marketing Investment (ROMI), Press Relations, Social Media, Strategic Marketing Management, Marketing Effectiveness, Agency Relationship Management, Marketing Analytics, MMM, Global Brand Development, Brand Strategy, Branding & Identity, Consumer Branding, Positioning (Marketing)

Experience

PUMA Senior Director Global Brand Strategy & Communications

PUMA Group

2024-1 - Present · 2 yrs 9 mos

Germany

Head of Brand for Puma globally - leading end to end global brand strategy from consumer insights, analytics, brand positioning, creative direction, brand marketing, paid media, shared media, social media, PR and events. Set the new global consumer segmentation, brand DNA and launched largest and most successful, award winning, Puma brand campaign on the running category "Go Wild" executed in 36 markets, moving brand health back to growth in key markets. Functional leader of the global brand team. Member of the leadership.

Advisory Board Member

fritz-kola GmbH

2024-3 - Present · 2 yrs 7 mos

Member of Advisory Board - Focus on brand development - positioning - advertising and marketing effectiveness - internationalisation.

H&M Global CMO / Brand Director

H&M

2022-2 - 2024-1 · 2 yrs

Stockholm, Comté de Stockholm, Suède

Global Head of Brand & Marketing for H&M brand - overall marketing strategy & operations across all disciplines or marketing & brand development: strategy, media, PR, creative / advertising direction, digital & store communication, measurement, budget & planning, across 70+ markets.

Global Head of Media

H&M

2019-10 - 2022-2 · 2 yrs 5 mos

Stockholm, Sweden

Heading up H&M global media strategy and operations. Responsible for H&M brand media budget across 70+ markets. Leader of H&M in house global media team, overseeing all paid media channels and digital media buying, SEO / SEM, Owned media / CRM, Media innovation, including social commerce, metaverse, data strategy. Collaboration with key media partners, agencies and platforms.

Director of Brand & Marketing P&G Nordics

Procter & Gamble

2017-10 - 2019-9 · 2 yrs

Stockholm, Sweden

Managing a team of 10+ direct reports as head of marketing for P&G Nordics - Leader of overall marketing operations including media, data strategy, e-commerce, in store, direct to consumer marketing and marketing collaboration with strategic retailers - across Sweden, Denmark, Finland and Norway.

Marketing Leader Hair Care Germany, Austria, Switzerland

Procter & Gamble

2015-8 - 2017-9 · 2 yrs 2 mos

Frankfurt Am Main Area, Germany

Leader of the marketing operations for the total P&G Hair Care portfolio in DACH - Head&Shoulders, Pantene, Aussie, Herbal Essences - with 5 direct reports and multifunctional team of 10+ people. Led values sales and market shares back to growth after years of decline - accelerated growth of #1 brand H&S in Germany and turned around Pantene after years of decline behind locally relevant trial strategies, initiatives and communication.

Senior Brand Manager Global Metro Makro Team

Procter & Gamble

2012-9 - 2015-7 · 2 yrs 11 mos

Frankfurt Am Main Area, Germany

Global leader of joint P&G and Metro / Makro marketing programs Designed & led 1st ever joint P&G and Metro global marketing campaign rolled out in 25 countries within 6 months and delivering both customer category growth and P&G share growth. Campaign being now repeated for the 3rd time. Led complete category management / re-invention projects from in to out of store for key P&G categories at MCC. Led fundamental consumer / shopper understanding work on P&G and MCC's joint business,laying foundations for more successful and better targeted programs on MCCs key target groups.

Brand Manager Braun Hair Care appliances Global + EMEA delivery

Procter & Gamble

2008-12 - 2012-9 · 3 yrs 10 mos

Geneva Area, Switzerland

Leader of the Braun Hair Care business for EMEA + leader of Braun Hair Care global launches Delivered Braun Hair Care business turnaround in 2010 / 2011 after 3 years of decline with both turnover and share growth behind key strategic interventions and increased collaboration with markets to gain focus and support. Reached market leadership / highest ever shares and share turnaround in major markets (Germany, Spain, Russia). Designed new campaigns leveraging brand partnerships with top Hair Care brand for the 1st time ever, delivering way ahead of expectations in EMEA despite limited budgets.

Assistant Brand Manager Pantene Western Europe

Procter & Gamble

2006-7 - 2008-11 · 2 yrs 5 mos

Geneva Area, Switzerland

Leader of the Pantene Mega-brand strategy for WE and of key care and styling product design and delivery to WE market. Designed the WE marketing strategic support model for all WE markets to enable simple management of the very complex brand & product portfolio. Led megabrand (care and styling) products launches from product development to market launch delivering above expectations turnover and share growth.

Oral Care Assistant Brand Manager France

Procter & Gamble

2004-6 - 2006-6 · 2 yrs 1 mo

Paris Area, France

Managed the P&G Oral Care business in France across retail and pharmacy channels - incl leadership of full multi-functional teams. Led integration of the Flurocaril & Parogencyl leading pharmacy brands from Sanofi to P&G for the marketing and sales department. Confirmed Fluocaril market leadership through successful product and communication launches ( Fluocaril nuit, brand anniversary...) Lead the Fixodent (denture adhesives) brand to market leadership in retail and pharmacy Launched Crest Withestrips brand in France.