Pandora Names 3rd CMO in Past 5 Years

Copenhagen, Denmark—Pandora has named a new chief marketing officer, the third person to hold the position since 2019.

The company announced Wednesday that it has appointed Berta de Pablos-Barbier as its new CMO, replacing Mary Carmen “MC” Gasco-Buisson, who joined the retailer in 2022.

Gasco-Buisson is leaving Pandora to take on a new role in the U.K., the company said.

She replaced Carla Liuni, a former Bulgari executive who joined Pandora in 2019.

“I would like to thank MC for the strong contribution she’s made to our brand and company. We wish her the very best,” said Pandora CEO Alexander Lacik.

New CMO De Pablos-Barbier has more than 30 years of experience in the luxury and consumer goods industries.

Most recently, she was president and CEO of LVMH-owned champagne brands Moët & Chandon, Dom Perignon, and Mercier.

Prior to that, de Pablos-Barbier was chief growth officer at Mars Wrigley and CMO of Lacoste.

She also served as vice president of marketing and communications at Kering-owned jewelry brand Boucheron.

“Berta uniquely spans the consumer space from high-end to affordable luxury and has a very strong track record in defining and implementing compelling visions and growth strategies for great global brands,” said Lacik.

“She’s perfect for leading the next chapter of our marketing strategy, as we continue to establish the perception of Pandora as a full jewelry brand.”

When Pandora launched its “Phoenix” turnaround strategy in 2021, its goals included increasing brand desirability and getting consumers to think of Pandora as a full jewelry brand, not just a company that sells charms. 

“Pandora stands out as an iconic global brand on an impressive growth journey with sustainability at the forefront,” said de Pablos-Barbier.

“The brand is undergoing an incredible transformation, and I can’t wait to join the talented team and skilled craftsmen to help elevate Pandora even further.” 
 
De Pablos-Barbier is a Spanish national who currently lives in Paris with her husband and daughter but will join Pandora in November and relocate to Copenhagen.