Sonja Puetzer
Brand Director Sport and Swim Apparel · Sportmaster
Sarasota, FLIn My Own Words
Expert Marketer, Storyteller, Product Creator, Leader. w/ +10 yrs in Sporting Goods Industry. Apparel Focus.
Work Experience
Brand Director Sport and Swim Apparel
Sportmaster2018 – 2023
Leading a team of 65 Brand Managers and Designers for License Brands Fila, Kappa and Private Labels Demix and Joss in Sport Style, Performance and Swim.
Evolving private labels into brands.
I lead and drive the creation process from Ideation to Concept and Product Creation to Shelf to deliver emotional and exciting brand and product stories at over 600 doors in Russia, CIS, and Western Europe.
Category Director
adidas AG2015 – 2017
based in Shanghai, China. Driving the Global adidas neo Apparel category direction with a FY business size of € 230 M to continuously achieve double-digit growth. Ensuring global label relevancy through consumer-centric creation while being the growth driver for the brand.
Senior Product Manager / Team Leader Women's Training Apparel
adidas AG2013 – 2015
based in Shanghai, China. Leading the Women’s Training Apparel Concept Creation team. Creating and developing new concept opportunities for Greater China from initial concept to sell-in of product. Driving bottom line growth while continuing to invest into innovative apparel concepts.
Product Manager Men's Training Apparel
adidas AG2010 – 2011
based in Herzogenaurach, Germany. Global responsibility for the Men’s Training Apparel key sportswear within the City Performance category. The City Performance category focuses on apparel products for men who find their playground in the city and is part of the adidas Sports Performance division.
Graduate Program in Brand and Product Marketing
adidas AG2007 – 2008
Four three-month rotations in the following departments: Market Intelligence EMEA, Global Product Marketing Men’s Training, Category Marketing Running Market Central as well as Brand Marketing Region Asia Pacific in HongKong.
Trainee Promotion Program International Business / Industrial Business Management Assistant
BMW Group2002 – 2004
Combination of vocational training with university studies, accompanied by several practical assignments in various areas and subsidiaries of the BMW Group. Completed Vocational Training certified by the Chamber of Industry and Commerce as a general business administrator within 2 years.
