Rui Pedro Silva is VP of Direct to Consumer Technology at Puma, where he leads the technical vision behind the brand's e-commerce evolution. His focus is on driving a digital-first approach, building a more consumer-centred and cohesive digital experience across every touchpoint.

In his role, Rui Pedro oversees end-to-end site rollouts from discovery through to go-live, ensuring that Puma's digital presence is as seamless for consumers as it is strategically sound. He sits at the intersection of technology and consumer experience, pushing Puma's digital retail forward with clarity and purpose.

A Portuguese executive, TEDx speaker and author with a PhD in organisational transformation, his career spans six countries and industries including adidas, A.P. Moller–Maersk and SONAE. At Adidas, he served as Global VP for eCommerce Platform and later Global VP for Leadership & Talent Development, building high-performance cultures at scale. Named European Digital Leader by CIONET in 2020, he brings a rare blend of technical depth and people-first thinking to every organisation he leads.