Pandora promotes company veteran to Chief of Retail Operations
Pandora, the world’s largest Jewellery brand, has announced that Massimo Basei will become the company’s new Chief of Retail Operations, effective April 1.
Basei has been promoted from his role as General Manager, Southern Europe, Middle East & Africa. He will report to CEO Alexander Lacik and join Pandora’s Executive Leadership Team.
Basei is an Italian national who joined Pandora as Country Manager for Italy in 2010. In the past 13 years, he has "successfully taken on additional responsibility" to lead commercial operations across all Pandora’s markets.
In his new role as Chief of Retail Operations, Basei will be responsible for global retail operations across Pandora’s 6,500 points of sale in more than 100 markets. This includes network expansion, franchise relations, omni-channel experience, store development and global merchandising.
Sara Bergiotti, the current Sales Director of the Southern Europe, Middle East & Africa cluster, will take over as General Manager of the cluster.
The Denmark-headquartered company also announced that all nine of its market clusters will now report directly to CEO Alexander Lacik.
The organisational change is an evolution of Pandora’s long-term growth strategy, titled ‘Phoenix’. Subsequent to rebuilding the company’s operational foundations, Pandora now looks to enhance the customer experience. This executive change will allow for quicker decision making and a more acute focus.
Alexander Lacik, CEO of Pandora, commented: "We are executing on our growth strategy at high speed, as reflected in our strong financial performance. With this change we accelerate our efforts to bring an even better experience to millions of customers around the world.
"I am happy that Massimo will take the role as Chief of Retail Operations. Over the past 13 years, he has established Italy as one of Pandora’s largest markets and built an exceptionally strong position for the brand. I thank Martino for taking our retail operations important steps forward by expanding our store network and evolving our omni-channel approach."
