Pandora is ramping up its global marketing efforts with the hire of two new talents and an in-house promotion o lead the firm’s strategy.

In order to offer more impactful products and marketing concepts and a more consistent consumer experience across markets, the jewellery giant recently announced that it was establishing two ‘Global Business Units’ with end-to-end responsibility for product performance.

One Global Business Unit will have the responsibility mainly for the core products including moments, charms and collaborations, while the other will drive style, the newer product categories and innovations.


The new units will be accountable for concept development, design, execution and marketing plans across the full value chain – a shift from the current set-up centred around product launches (‘drops’).

To lead Pandora’s ‘Moments’ global business unit, the business welcomes Frederique Gouzard. She is an entrepreneurial marketing executive that has worked across three continents for four different global groups including Colgate-Palmolive, Johnson & Johnson, Coty and De Beers Jewellers.​

The second global business unit will be headed up by Raul Duque Ruiz. Ruiz has a background as global associate brand director with Procter & Gamble and has earlier worked with brands such as Dolce & Gabbana, Gucci and REPLAY within their fragrance businesses.

The duo will focus resources within their areas and elsewhere to drive business decisions across Pandora’s value chain – from design and crafting to marketing and sales – in support of growth. They will join Pandora on May 4 and report to the firm’ chief marketing officer, Carla Liuni, who joined the company earlier this month.

As another key move within Pandora’s marketing, Susanne Jul Jakobsen will move from a position of VP, product management, group product, and undertake a new role as VP, global business unit end-to-end process. She will report directly to Carla Liuni and work closely with Gouzard and Ruiz. Jakobsen will undertake the position as of April 1 but with a staggered start in May when she returns from maternity leave.

Chief marketing officer, Carla Liuni, remarks: “I’m really excited that we have found such strong candidates to lead our Global Business Units. Our new joiners are talented global marketeers and we are confident their valuable insights and experience will be a huge asset in setting this new direction. We also highly welcome Susanne who brings a lot of business acumen and several years of experience within the Pandora organisation to drive our new ways of working.”