Pandora names Carla Liuni as chief marketing officer
She will join Pandora in March 2020, and will report to CEO Alexander Lacik.
Liuni served as VP of global marketing and communication at Bulgari, the flagship jewelry brand of luxury group LVMH, from 2015 through 2019. Prior to Bulgari, she spent almost 20 years at Procter & Gamble, where she served as general manager for the prestige division, which included fragrance, makeup and skincare brands like Dolce & Gabbana, Gucci and Hugo Boss. In addition, she also worked for P&G as regional leader for Asia Pacific, among other roles. Outside of P&G, she held roles as Euro brand manager for Tampax UK and brand manager at Johnson & Johnson Consumer Italy.
The appointment comes as Pandora continues to struggle to find its footing after a lack of innovation and overstretching its range caused the popularity of its jewelry to drop.
In an effort to revive itself, Pandora staged a brand relaunch in August under CEO Alexander Lacik. However, while the company continues to pursue a turnaround strategy, its shares fell as much as 13% in November after it warned of a steeper-than-expected fall in sales this year, just months after a high-profile relaunch of the brand.
“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,” said Lacik. “[Liuni] 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.”
“The company is now on an incredibly exciting transformation journey to drive brand relevance as the centrepiece of its turnaround, and I look forward to joining the team and contributing,” added Liuni.
As Liuni assumes the role, current interim CMO Jesper Damsgaard will move to a new role.
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