Millie Bobby Brown in Pandora jewelry.

PARIS — Pandora has named Carla Liuni chief marketing officer, tapping an executive with experience in both high-end luxury jewelry and beauty products to steer efforts to beef up the label’s popularity.

The executive was formerly vice president of global marketing and communication at Bulgari, a star jewelry brand of LVMH Moët Hennessy Louis Vuitton, which she joined after nearly two decades at Procter & Gamble, where she managed high-end perfume and makeup labels.

Liuni has a “unique profile which combines mass market brand building with the ability to create the aspirational and desirable worlds of luxury goods,” said chief executive officer Alexander Lacik in a statement.

The Copenhagen-based charms jeweler, which has been struggling with declining foot traffic in malls, is undergoing a broad restructuring and brand reboot under the leadership of Lacik, who joined earlier this year.

Pandora said the current “interim” chief marketing officer, Jesper Damsgaard, will move to a new role after the handover.

The label recently launched a collection targeting Gen Z consumers and fronted by “Stranger Things” star Millie Bobby Brown, including gem-encrusted happy face charms that can be attached to chunky silver bracelets. Pandora has been bulking up marketing spending while buying back wholesale inventory, revisiting its store network and seeking to reduce discounts.

Last month the company pointed to the cost of its commercial reset as a reason for its net loss in the third quarter, but has stuck with its forecast of improvement in the fourth quarter.

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