👀 BTS with Robyn Cruz, Head of
Marketing for DTC Stores at PNA
“The most rewarding part of my job is when something we did resonated with someone that impacted their lives in a positive way.”
September 25, 2024“The most rewarding part of my job is when something we did resonated with someone that impacted their lives in a positive way.”
September 25, 2024Robyn Cruz, the Head of Marketing for DTC Stores at PUMA North America, is the driving force behind the marketing efforts for our NYC flagship store and oversees marketing programs for our 130+ Outlet retail stores nationwide. We had the pleasure to CATch up with her on her daily responsibilities, the significance of our NYC location, and how the Flagship store is shaping our customers’ brand experience. Explore the full interview for an exclusive look behind the curtain of our memory-creating retail marketing strategies at PUMA 👀.
Robyn, can you describe your role as the Head of Marketing DTC Stores at PUMA?
Robyn: My role is to develop and execute marketing strategies that drive traffic and sell-through of key products – creatively, cost effectively and with return on investment – while also elevating the brand through emotional consumer connections.
What are your main responsibilities and tasks in this position?
Robyn: I oversee the marketing strategy and execution of all retail marketing programs at NY Flagship, 130+ Outlet retail stores, cross-channel marketing campaigns and the soon-to-be new Las Vegas Flagship store, with a team of 2 amazingly talented marketing managers.
How did your journey at PUMA begin, and what has been your career path leading up to this role?
Robyn: I started at PUMA as a Marketing Manager in 2020 shortly after the NY Flagship store opened. Prior to that, I worked on the wholesale side as Director of Marketing and Creative at retailers like Jimmy Jazz and before that, Foot Locker when they owned a skateboarding brand called CCS. I spent many years in the action sports industry (skateboarding, snowboarding, surfing) developing and executing marketing and creative campaigns for PUMA and other sportswear brands. I have a degree in graphic design, so I got into print and web design early on. Then, eventually when brick and mortar started seeing a trend in experiential marketing (in order to compete with the rise of online shopping), I instantly knew I wanted to focus my career more in that direction. I saw the emotional connection with consumers first-hand during those on-ground events and the disruption we were making in the market. I saw how we were turning average customers into brand advocates through authentic story telling. I had a clear vision and passion for building more communities through these experiences, locally and eventually globally so as you can imagine, I’m pretty grateful for the opportunity to work with a global brand like PUMA and the platform it affords for me to do that.
What does the New York City Flagship Store mean for PUMA?
Robyn: The New York Flagship store is a beacon for the PUMA brand globally, for people around the world to immerse themselves in all that is PUMA. I don’t think a lot of people realize this, but this store is currently the only full price PUMA store in the country. So, the fact that it’s in New York City – the epicenter of fashion, art, music & sports, and the #1 destination in the U.S for international travelers, gives the brand a strong footprint among one of the most culturally diverse and influential markets in the world. More specifically, on the iconic Fifth Ave, positions the brand on the same stage as other global luxury fashion brands, so I see it as a testament to PUMA’s commitment to creating deeper connections with global consumers synonymous with luxury and innovation.
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What unique experiences does the Flagship Store offer to customers that differentiate it from other stores?
Robyn: One-of-a-kind experiences that you can’t find anywhere else. There is an F1 car simulator that you and a friend can race each other through a New York City based route; an immersive arcade using state-of-the-art technology where consumers can demo new running, golf or soccer shoes for a personalized gaming experience; an interactive digital screen for gaming and augmented reality experiences; plus a PUMA x You zone complete with embroidery machines,
a direct-to-garment printer and heat press stations where consumers can personalize their products.
How does the Flagship Store contribute to PUMA’s overall brand and business strategy?
Robyn: It’s directly connected to PUMA’s overall strategy to elevate the brand. It affords the brand an opportunity to increase consumer demand and offer more premium products through bigger, better stores and best in class storytelling as well as personalized consumer experiences that align with the brand’s strategy to focus on people first.
Which activation or event are you most proud of, and why?
Robyn: One of my favourite quotes is from Maya Angelou – “People will forget what you said, people will forget what you did, but they will never forget how you made them feel.” That said, there isn’t any single activation I am most proud of. The most rewarding part of my job is when something we did resonated with someone that impacted their lives in a positive way. The stories they remember of when they bought that shoe and being first in line for Stewie to autograph it the day after her record-breaking home opener or doing a dance challenge with Davido the weekend his album dropped or meeting Pulisic and then winning tickets to see him play in your first match ever the next day or having no experience in upcycling and then buying a sewing machine after a workshop that inspired you or when they thought they could never run a marathon and then they met the PUMA run club and their reaction after testing the new nitro foam technology for the first time and the confidence it gave them. I’m most proud of the access I have, and the team we work with, and the platform PUMA affords for me to direct these movies!
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Can you recap some of the best or coolest activations that have taken place at the Flagship Store?
Robyn: Ah, where do I even start?! There have been so many. The most recent one is definitely the block party we did with Man City for their US Summer Tour where we took over the entire 49th Street from 5th Ave to Madison Avenue for the launch of their new Third Kit. This was by far the biggest event for Flagship to date, with athlete and ambassador appearances and record-breaking traffic attendance. Throughout the year we host activations covering multiple areas including soccer, hoops, running/training, motorsport, classics, select collaborations, cultural moments & community-based events.
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How do these activations align with PUMA’s brand values?
Robyn: The unwavering determination it takes from everyone on the team to make it happen. Being brave enough to explore unprecedented ideas and offer one-of-a-kind solutions. Having the confidence to step outside your comfort zone when things don’t go as planned and keep it moving. The JOY a positive experience brings to the consumers.
What exciting projects or events are you currently working on at the Flagship Store?
Robyn: We have a pretty cool activation coming up in a few weeks, but I can’t say anything just yet. That’s the hardest part of this job – keeping things internal until we’re able to promote it. So, stay tuned. I’ll give you a hint, it’s with PUMA Hoops! We’ll also continue with the PUMA x You workshops throughout the year where you can customize your sneakers. We work with local artists on exclusive graphics and constantly add in new capabilities like gold foil embossing or live air brushing that give you a chance to personalize your sneakers. Those workshops are always crowded so you need to get there early.
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What are you most looking forward to in the near future in your role at PUMA?
Robyn: I’m excited about the opening of our second Flagship store! Planned to open in Las Vegas later this year, it’s going to be even bigger than NY Flagship. The Brand Experience & Design team have done a tremendous job in the look and feel of it, with innovative new technology and branding, I can’t wait for everyone to see it! I’m also looking forward to the endless growth opportunities in DTC overall within the brand, for both full price and outlet. I had the opportunity to participate in the Speed Up program this past year and it really gave me a chance to see the business in a global capacity. To see what we’re doing in PNA and how that same campaign translates in India or Vietnam or Germany. I’m most looking forward to the curiosity of innovation in new technologies that drive a more personalized consumer connection, discovering the red thread that connects all of us globally and creating a positive impact.
