Pandora Jewelry

At Pandora, one of the world’s largest publicly listed jewellery brands, I held full P&L responsibility for the Netherlands e-commerce business and was accountable for digital traffic performance across Benelux. I reported directly to the VP Benelux and operated within the broader EMEA management structure, overseeing end-to-end execution across internal teams and external agency partners.

During this period, I delivered 50% year-on-year online sales growth and achieved a 15% return on marketing investment by shifting focus from pure traffic acquisition to conversion-led optimisation. A key driver of performance was a fundamental redesign of onsite search and navigation, closing the gap between customer intent and product discovery, which resulted in a 300% improvement in search-driven conversion.

Beyond search, I led improvements across the full digital funnel, including checkout optimisation and promotional flow redesign, ensuring that marketing spend translated more effectively into revenue. This combined commercial and product-led approach strengthened both short-term performance and long-term scalability of the e-commerce business.