Sports apparel company PUMA has appointed Tara McRae as the President of PUMA North America (PNA), a role in which she will oversee the company’s business in this strategically important market.

Tara, who formerly managed PUMA’s Marketing and Brand Strategy in North America, will take over the post immediately from Bob Philion, who is leaving PUMA after 20 years with the brand and eight years as President of PNA to seek possibilities outside of the company.

“With Tara, we have appointed a leader with a great understanding of our consumers, our industry and the North American market,” said PUMA Chief Commercial Officer Matthias Bäumer. “I strongly believe she has the experience and the strategic mindset to help us succeed in this crucial market. I want to thank Bob for the past eight years as the President of PNA, a time during which we put PUMA back on the map in North America, and I wish him all the best for the future.”

Tara rejoined PUMA as Senior Vice President Brand and Strategy in 2024.  Before that, she was Clarks’ Global Chief Marketing Officer and Digital Officer.  She also became the first Chief Marketing Officer for TB12, Tom Brady’s global health and wellness brand.  She began her career at PUMA North America between 2006 and 2016, where she held several positions in the media strategy and sports marketing departments before taking on regional marketing duties.

Tara also works as a strategic advisor for Relentless Consumer Partners and serves on the non-executive board of kegg.  Her work has been recognised with numerous industry honours, most notably inclusion on the 2024 Forbes Entrepreneurial CMO 50 list.