Pandora turns to Bulgari chief to bring back the sparkle

pandora1Upmarket jewellery retailer Pandora has put its faith in Bulgari global chief Carla Liuni to polish up its marketing as the business bolsters its turnaround plan and ploughs more spend into a data-driven digital strategy.

Liuni has been at the LVMH-owned brand since 2015 – most recently as president of global marketing and communication – and joins in March next year as global chief marketing officer.

Prior to Bulgari, she spent nearly 20 years at Procter & Gamble, where she was general manager and marketing director for a division that included Dolce & Gabbana, Gucci and Hugo Boss.

Liuni will report to Pandora chief executive Alexander Lacik, who said: “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.

“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.”

Last month, the charm bracelet specialist appointed 55 London to handle its data and analytics strategy as part of plans to maximise the potential for online activity to drive new and loyal customers.

The agency has been briefed to draw up a forensic appraisal of digital attribution models and technology vendors, and an in-depth analysis of Pandora’s current martech set-up paired with detailed recommendations to improve data availability between tools.

The agency will also work alongside Pandora’s in-house data and analytics team to help improve its marketing ROI by collaboratively developing and implementing a new digital media attribution strategy. The ultimate aim is to enable the brand to more effectively allocate marketing budgets for ads across a wide range of digital channels.

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