Pandora taps ex-P&G marketer to turn brand around

Pandora will be hoping the seasoned luxury and The FMCG will help make a success of the brand's turnaround plan

Pandora has appointed former Bulgari and P&G marketer Carla Liuni as global chief marketing officer, as it marches on with a turnaround strategy to drive brand relevance.

Liuni was most recently president of global marketing and communication at Bulgari, the flagship jewellery brand of luxury group LVMH. Before joining Bulgari in 2015, she spent almost 20 years at P&G where she was general manager for the Prestige division, which included fragrance, makeup and skincare brands such as Dolce & Gabbana, Gucci and Hugo Boss.

At P&G she also held other brand, sales and general management positions, running businesses across Europe and Asia.

Starting in March 2020, she will report into Pandora chief exec Alexander Lacik. Current interim chief marketing officer Jesper Damsgaard will transition to a new role after a handover, said the business.

Pandora will be hoping the seasoned luxury and FMCG marketer will help make a success of the brand's turnaround plan.

The company has been focusing on its e-commerce business after struggling to boost sales in physical stores. As part of its transformation initiative, it has been funneling more spend into advertising in markets like the UK and Italy, which it claims is already having a "positive effect on traffic" and showing promise when it comes to driving profitable revenue growth.

Since its inception in 1982, Pandora has been a shopping centre mainstay, a mass-market purveyor of delicate, affordable jewellery, charms and trinkets. As part of a brand reboot in August, it launched an influencer and experiential push designed to underscore its focus on customised, personal items.

"As part of our turnaround programme, we are significantly stepping up our marketing investments and have just relaunched our brand to improve relevance for consumers," explained Lacik.

"Carla has a unique profile which combines mass market brand building with the ability to create the aspirational and desirable worlds of luxury goods. She is a passionate and energetic leader, and I am very happy she will take this critical role in our leadership team."

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