Mar 7, 2022
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Pandora chief marketing officer exits

Mar 7, 2022

Danish jeweller Pandora announced last week the departure of its chief marketing officer, Carla Liuni, after two years with the company.

Carla Liuni - Pandora

After sales and marketing stints at luxury jeweller Bulgari and consumer goods giant Procter and Gamble, Liuni joined Copenhagen-based Pandora in March 2020 as CMO. She will step down from her role at the end of March, to return to her native Italy, according to a press release.

​“Pandora touches the lives of millions of consumers, and I am happy and proud to have been part of the exciting growth journey together with fantastic colleagues," said Liuni.

"Pandora’s brand stands stronger than ever – we are recognised by eight out of 10 women in our biggest markets and see a renewed and growing interest. I am now choosing to return to Italy to be closer to my family."

The marketing executive's role will be absorbed by Pandora CEO, Alexander Lacik, who will oversee global marketing until a successor can be found.

“We understand Carla’s wish to return home for personal reasons, and now is a good time to pass the baton," said Lacik.

"Carla joined shortly after we relaunched our brand in 2019, and she has been an important contributor to our turnaround. Our record-high results in 2021 show the strength of the brand, and we are geared to accelerate this further in 2022 and beyond."

Pandora has invested heavily in its marketing strategy over the last three years. In 2020, the jeweller unveiled a new end-to-end organisational structure and added resources in digital, data analytics and brand partnering, in a bid to appeal to a younger clientele.

The company also recruited several senior marketing executives from leading global brands to its Copenhagen headquarters and key regional offices. It has also introduced major new product lines including the sustainably lab-created diamonds collection, Brilliance, and the relaunch of Pandora Me, targeted at Gen Z and Millennials.

Most recently, it unveiled the release of its Marvel collaborative capsule.

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