London calling: Pandora staffs up for capital tech hub

Pandora, the jewellery brand which specialises in pricey charm bracelets, is moving its marketing, digital and technology hub from Denmark to London in an effort to attract the best talent from the UK.

The company only set up in a global hub at its Copenhagen HQ two years ago, tasked with the rapid evolution of Pandora’s digital customer experience and sales growth.

And while it will retain its global HQ in Denmark, the new London office has been established to woo experts in data science, digital marketing, digital engineering and experience design.

Pandora plans to drive long-term growth through a heightened focus on data and personalisation, with the aim of provide a unique customer experience in-store and online. Pandora says it has invested significantly in its digital capabilities over the past two years and, with the London hub, more new roles will be added in the digital and technology field.

In 2021, it hired 120 people with these skills; it says it will begin recruiting for new heads in the coming weeks.

Pandora chief HR officer Erik Schmidt said: “To create a great customer experience, we want to know our shoppers better and how best to serve their needs – that’s where the focus on data and personalisation comes in.

“At the same time, the competition to source talent with the digital capabilities we need is more fierce than ever. Pandora offers an amazing proposition to our people globally and given the pace our business is growing, we are flexing our approach to acquiring talent.”

He added: “Pandora’s talent acquisition specialists conducted global research to narrow down where the best digital and marketing talent for Pandora are based.”

“London was identified as a key location based on the number of key-skills workers that are based in the city, as well as its easy connections to Pandora’s global HQ in Copenhagen.”