Pandora appoints Mary Carmen Gasco-Buisson as CMO to drive brand desirability and growth
Jewellery brand Pandora has appointed Mary Carmen Gasco-Buisson as its chief marketing officer.
Currently working as global vice president at Unilever, Gasco-Buisson has an extensive track record of growth and transformation across consumer brands in categories such as fragrances, beauty, personal care and women’s health. Since 2020, she has led the turnaround of Unilever’s Axe brand with over €1 billion in revenue in more than 80 markets.
Prior to this, she held senior positions at Procter & Gamble for 22 years. This included being consumer health chief executive at P&G Ventures and global marketing and innovation director for Hugo Boss Fragrances.
In her new position, she will report to Pandora chief executive Alexander Lacik and will be part of the company’s executive leadership team.
Lacik said: “I am delighted that Mary Carmen will join our team and help us achieve the growth ambitions we have set with the Phoenix strategy. She brings stand-out experience in building, expanding and turning around global consumer brands. She has a deep understanding of today’s consumer, and she can translate this knowledge into innovative business strategies.
“Pandora stands stronger than ever, and we will build from this position of strength to extend the reach of our brand much further. I am confident that Mary Carmen will be a key contributor in doing just that.”
Pandora currently invests between 13% and 15% of its turnover in marketing compared to around 9% in 2018. In 2020, the brand implemented a new end-to-end organisational structure and added resources in digital, data analytics and brand partnering. It also recruited a number of senior marketing executives from leading global brands to work at its Copenhagen headquarters and key trading clusters.
Gasco-Buisson said: “Pandora is the largest brand in global jewellery. It has strong recognition across markets and generations and is loved by millions of consumers globally. I am very happy to join this amazing brand and team and help bring Pandora to even more people around the world.”
