Work for Pandora Global
01 Case Study: Always-On Campaign Strategy & Digital Execution
02 Case Study: Content Management System Migration & Information Architecture
01 Case Study - Always-On Campaign Strategy & Digital Execution Key Takeaways:
Overview
Pandora is the world's largest jewelry brand by volume, with pandora.net serving over 21 million monthly visits across 50+ global markets. Alongside the infrastructure work of the CMS migration, a parallel creative challenge was equally critical: translating ambitious brand campaigns into digital experiences that convert.
‘Diamonds for All’ launched in late 2023 and ran as an always-on campaign through 2025, marking a defining moment for Pandora's lab-grown diamond collection. The campaign democratized luxury — positioning lab-grown diamonds as sustainable, accessible, everyday wear rather than reserved for milestones. Breaking with traditional jewelry conventions, it advocated for diamonds on every finger, for everyone, with celebrity ambassador Pamela Anderson at the center of its cultural moment.
This case study focuses on how that brand vision was translated into a cohesive, high-performing digital experience across every major touchpoint on pandora.net.
My Role
Embedded within Pandora's global in-house global marketing team at HQ in Copenhagen, I served as the connective link between the brand brief and the markets. My responsibility was to take the Diamonds for All creative platform and ensure it landed consistently and compellingly across the full site experience — from the first homepage impression through to product discovery and conversion.
Key Outcomes
43% like-for-like sales growth for Pandora's lab-grown diamond collection in 2024
DKK 315 million ($42M) in sales driven by the campaign period
Successful expansion into continental Europe and new markets
Consistent on-brand digital execution across homepage, category pages, PDPs, email, and editorial
All information presented in this case study is publicly available. No proprietary or confidential data has been disclosed.
The Challenge
Translating a brand campaign of this ambition into digital reality is rarely straightforward. Diamonds for All wasn't a product launch — it was a cultural statement. The challenge was ensuring that the boldness of that statement didn't get diluted as it moved from brand brief to homepage banner to PDP copy to email subject line.
At the same time, this was an always-on campaign, not a single moment. The digital experience needed to sustain energy and relevance across an extended period, across multiple markets, and across a customer journey that spans awareness, consideration, and conversion — all while remaining consistent with the broader pandora.net experience being rebuilt in parallel.
The Approach
Working from the brand brief, I mapped the ‘Diamonds for All’ narrative across pandora.net — identifying where the campaign needed to drive awareness, where it needed to shift perception, and where it needed to convert.
The homepage was the campaign's primary digital stage: the entry point for millions of monthly visitors and the first opportunity to land the "diamonds for everyone" positioning. From there, the experience needed to carry through seamlessly — category pages and PDPs were optimized to connect product storytelling with the campaign's accessibility message, ensuring the emotional resonance of the brand moment translated into tangible product discovery and purchase intent.
Editorial and blog content extended the campaign's cultural narrative, supporting organic search performance while deepening the brand conversation beyond the transaction.
Throughout, the focus was on coherence — ensuring a customer moving through pandora.net experienced a single, consistent brand idea across every touchpoint, not a series of disconnected pages.
02 Case Study - Content Management System Migration Key Takeaways:
Overview
Pandora is the world's largest jewelry brand by volume, selling over 100 million pieces annually and reporting $4 billion in revenue in 2023. Pandora.net attracts over 21 million monthly visits and serves as a critical commercial platform for regional market teams around the world.
During my tenure at Pandora’s global headquarters (2022–2025) in Copenhagen, I contributed to a massive digital overhaul. At the heart of this transformation was the complex task of migrating fragmented CMS platforms into a unified headless system. Although this work ran in parallel with a full-scale redesign of pandora.net, this first case study deep-dives specifically into the migration strategy and its execution.
My Role
As part of Pandora’s global in-house marketing team at HQ in Copenhagen, I served as the strategic link between design and execution, bridging creative vision with technical implementation. I led complex workstreams across content strategy, campaigns, SEO, and information architecture while owning the CMS and supporting global GTM initiatives. Beyond execution, I designed scalable workflows and onboarding processes that enabled seamless adoption across markets worldwide.
Key Outcomes
Consolidated multiple legacy CMS platforms into one headless CMS
Zero significant SEO impact across the full migration
Onboarded and trained all international regions on the new platform
Built scalable content workflows and training infrastructure to support continued rollout
All information presented in this case study is publicly available. No proprietary or confidential data has been disclosed.
The Challenge
Pandora's digital presence had scaled alongside the brand's rapid global growth — but as the business expanded into new markets, so did the complexity of delivering a consistent, high-quality experience at scale. Regional market teams needed faster, more flexible content workflows to keep pace with campaign demands, while the broader business had set an ambitious goal: not just to grow pandora.net, but to evolve it into a personalized, commercially sophisticated platform worthy of the world's largest jewelry brand.
This was not a lift-and-shift migration. It required rethinking how content was structured, modeled, and delivered globally — at a scale where a single misstep could affect millions of visitors and dozens of regional markets simultaneously.
The path forward was clear but technically demanding — transition to a headless, composable architecture capable of delivering personalized experiences across boarders, while running a full website redesign in parallel, and keeping the existing site fully operational through peak trading periods.
The Approach
As a key point of contact for the CMS migration, I worked closely with stakeholders across marketing, development, commercial, product, and regional teams — serving as a connective thread across a large, cross-functional initiative. While a broader team led the full content audit across multiple platforms, my focus was on ensuring the migration landed without disrupting performance, content delivery, or the market teams depending on both.
In close partnership with our SEO and development teams, we defined SEO requirements upfront — treating them as inputs to the migration process rather than a post-launch checklist. By embedding these considerations into the planning from the start, the team protected Pandora's organic search performance throughout a complete infrastructure overhaul.
Supporting the dual-track complexity of running a migration and a full redesign simultaneously required constant cross-functional alignment. Working alongside various teams involved, we mapped dependencies between the two workstreams, flagged decision points where one track would block the other, and ensured content modeling decisions informed design templates in real time.
For the 50+ market rollout, I partnered with marketing, commercial, development, and regional lead team members to build the operational infrastructure needed for a successful launch — co-designing a unified content briefing and delivery workflow, building out and delivering comprehensive training materials, global documentation + guidelines, and supporting live onboarding sessions on the new platform for the 8 clusters across NAM (our largest market), SEU, NEU, EEU, WEU, APAC, AUS, and LATAM. Together with the clusters, I also established a structured feedback loop to continuously improve content delivery methods as the rollout scaled globally.
Throughout the transition, I managed all campaign content delivery across legacy CMS platforms — working in close coordination with marketing and commercial teams to ensure business continuity while the new infrastructure was being built alongside it.