Carla Liuni steps down as CMO


Pandora today announced that Chief Marketing Officer Carla Liuni will leave Pandora after two years with the company. 

“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. 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,” says Carla Liuni.

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

As part of Pandora’s turnaround programme, the company has successfully expanded its marketing activities and investments. In 2020, Pandora implemented a new end-to-end organisational structure and added resources in digital, data analytics and brand partnering. The company also recruited a number of senior marketing executives from leading global brands to its Copenhagen headquarters and key trading clusters, and it introduced major new product lines including the sustainably lab-created diamonds collection, Brilliance, and the re-launch of Pandora Me targeted at Gen Z and Millennials.

An external search is underway, and Pandora expects to appoint a new CMO by summer. Carla Liuni will hand over at the end of March, and Alexander Lacik will oversee Global Marketing until a successor is in place. 

Carla Liuni joined Pandora in March 2020 following a career in marketing and sales at Bulgari and Procter & Gamble.


About Pandora
Pandora is the world’s largest jewellery brand. The company designs, manufactures and markets hand-finished jewellery made from high-quality materials at affordable prices. Pandora jewellery is sold in more than 100 countries through 6,800 points of sale, including more than 2,600 concept stores.

Headquartered in Copenhagen, Denmark, Pandora employs 27,000 people worldwide and crafts its jewellery at two LEED-certified facilities in Thailand. Pandora is committed to leadership in sustainability and will use only recycled silver and gold in its jewellery by 2025 and halve greenhouse gas emissions across its value chain by 2030. Pandora is listed on the Nasdaq Copenhagen stock exchange and generated sales of DKK 23.4 billion (EUR 3.1 billion) in 2021.

For more information, please contact:

Johan Melchior
Director External Relations
+45 4060 1415