London to become marketing/data hub for Pandora

By

Nigel TAYLOR

Published
Apr 5, 2022

Pandora is creating a London Hub to oversee its global marketing, digital and technology capabilities. And the Danish jewellery brand is embarking on a recruitment drive at the London-based UK and Ireland HQ to hire global talent in the relevant fields.

Key will be a new marketing focus based on data and personalisation that will help shape customer experience online and in-store, Pandora said.

The hub will focus on roles across data science, digital marketing, digital architecture and engineering and experience design. It's a big change in its strategy with such roles previously being based in Denmark.

Copenhagen-based Pandora, which reported its strongest annual earnings to date for 2021, said it chose London after carrying out global research into where the best digital and marketing talent resided. 

Its findings showed the UK as having plenty of the right kind of talent, while London's proximity to Pandora's Denmark HQ was another advantage.

The move follows quickly on from Pandora announcing last month that its chief marketing officer, Carla Liuni, had left after two years with the company. She joined Pandora in March 2020 as CMO and stepped down from her role at the end of March, to return to her native Italy.

Erik Schmidt, Pandora's HR chief, 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.”