Assistant Manager, Concept Design SEA

Is responsible for developing and translating PUMA's retail concept design direction into distinctive, commercially relevant and scalable store environments across SEAO. It leads the design development of special concepts, concept evolution and strategic design projects, working closely with the Teamhead Store Design, Senior Head Project & Design, country Project Managers, Retail, Visual Merchandising, Merchandising and Global Retail Environment (GRE). The role combines creative thinking with technical and commercial discipline, ensuring concepts align with PUMA brand principles, customer experience, operational needs, cost parameters and practical implementation requirements.

• Lead the development and evolution of retail concepts and design directions across SEAO, including special concepts, new store formats, temporary environments and strategic retail initiatives.
• Translate business briefs, customer insights, brand direction and commercial objectives into concept narratives, design principles and spatial experiences, and develop concept proposals, mood boards, material palettes, colour strategies, fixture approaches
• Customer journeys and spatial zoning options.
• Explore innovative, flexible and scalable design solutions for different store sizes, channels and market requirements, monitoring retail, design, material and customer-experience trends and translating relevant insights into concept recommendations.
• Ensure concept proposals remain aligned with PUMA brand identity and GRE direction, identifying required exceptions for formal review and approval.
• Prepare and oversee high-quality 2D layouts, elevations, 3D models, renderings and presentation materials, and develop design options and visualisations for flagship, strategic, pilot and special-format projects in collaboration with the Store Design team.
• Translate approved concept direction into design guidelines, reference details, material schedules and implementation principles, present design concepts to regional stakeholders, and incorporate consolidated feedback into subsequent design iterations.
• Maintain a structured library of concept presentations, approved references, material palettes, visual assets and design development records.
• Work with country Project Managers and Store Design colleagues to test concept proposals against site constraints, technical feasibility, operational requirements and project budgets, and coordinate reviews of materials, finishes, lighting, fixtures, signage and detailing with technical
• Procurement and GRE stakeholders.
• Ensure design solutions consider durability, maintainability, accessibility, safety, sustainability and ease of implementation, identify design risks, inconsistencies and potential deviations, recommend solutions, and route exceptions through the established approval process.
• Support prototype reviews, mock-ups, sample evaluations and design quality checks before wider rollout, and support post-project cost reviews and capture lessons learned to improve future budgeting accuracy.
• Provide concept design leadership and design support for flagship stores, key launches, pilot projects and other management-priority initiatives.
• Collaborate with Retail, Visual Merchandising, Merchandising, Marketing, Project Management, Procurement and external design partners to align concept intent and business needs, and coordinate with country teams to adapt concepts to local market conditions without diluting core brand principles.
• Support project teams during design handover and implementation, clarifying design intent and resolving concept-related queries, and capture feedback and post-implementation learnings to inform future concept development and refinement.
• Develop repeatable concept design processes, briefing templates, presentation standards and design review checkpoints, and support the development of scalable design toolkits and guidance for consistent use across SEAO markets.
• Share design knowledge and coach colleagues or external design partners on concept principles, visualisation standards and design intent, and track concept development milestones, key decisions, feedback and deliverables to maintain transparency and timely progress.

• Bachelor's degree in Architecture, Interior Design, Spatial Design, Industrial Design or a relevant field of study.
• A minimum of 5 years of experience in retail, interior or experiential design.
• Demonstrated experience developing concepts and translating creative direction into implementable design solutions.
• Experience coordinating with technical, project and commercial stakeholders.
• Strong proficiency in AutoCAD and SketchUp or equivalent 2D/3D design tools.
• Proficiency in rendering tools such as V-Ray, Lumion, Enscape or equivalent.
• Good working knowledge of Adobe Creative Suite (Photoshop, Illustrator, InDesign) and MS PowerPoint.
• English and local language skills.

• Retail store or multi-format concept experience.
• Exposure to flagship, pilot or special-format projects.

PUMA is a global sports brand creating footwear, apparel, and accessories that inspire athletes and everyday movers. The PUMA Group owns PUMA, Cobra Golf, and stichd, operates in 120+ countries, and has around 22,000 employees worldwide. PUMA provides equal opportunities for all job applicants, regardless of race, colour, religion, national origin, sex, gender identity or expression, sexual orientation, age, or disability, and does not tolerate any form of harassment or discrimination.