Puma has appointed former Adidas and Reebok executive Dusan Hamlin to the newly created role of vice president of ecommerce as it looks to accelerate its digital growth.

Hamlin, who takes up the position with immediate effect, will oversee the sportswear giant’s global digital and ecommerce strategy and report to chief commercial officer Matthias Bäumer.

The ecommerce veteran brings more than 25 years of industry experience, having previously led digital transformation projects at both Adidas and Reebok.

He also co-founded performance marketing specialist M&C Saatchi Performance and digital design consultancy This Place, alongside holding a long-term board role at Tokyo-listed software business Asteria Corporation.

The appointment comes after Puma revealed plans late last year to separate its direct-to-consumer operation into two dedicated divisions covering global retail and global ecommerce.

Bäumer described Hamlin as “a proven digital transformation expert” and said dedicated leadership was needed as the retailer’s online channels became an increasingly important part of the business.

He added that Hamlin would help Puma strengthen its ecommerce strategy and improve the customer experience across its website, mobile apps and online marketplaces.

Hamlin said there was a “massive opportunity at Puma” as the sportswear brand continues to improve its digital platform and expand its ecommerce team.

He added that social commerce and AI-powered shopping at scale would be key areas of focus as the business looks to respond to changing customer expectations.

The hire follows Puma’s appointment of Nike veteran Marcia Dos Santos as vice president of its core business unit earlier this month.

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