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Pandora Promotes GM to Chief of Retail Operations
Massimo Basei is moving up, while Chief Commercial Officer Martino Pessina is stepping down.
Massimo Basei is Pandora’s new chief of retail operations, overseeing operations at the company’s 6,500 points of sale worldwide.
Copenhagen, Denmark—Pandora is promoting Massimo Basei, current general manager for Southern Europe, the Middle East and Africa, to chief of retail operations.
In addition, Pandora said Monday that Chief Commercial Officer Martino Pessina is stepping down, and all nine market clusters now will report directly to CEO Alexander Lacik.
Basei will report to Lacik as well and serve on the jewelry company’s executive leadership team. His promotion will be effective April 1.
Sara Bergiotti, currently sales director of Pandora’s Southern Europe, Middle East and Africa cluster, will take over as general manager.
Pandora said the change is part of its two-year restructuring plan, dubbed “Phoenix,” which includes moving its North American headquarters to New York from Baltimore, among other changes.
Pandora said after implementing operational changes it is now “turning its attention outwards to further accelerate brand desire as well as delivering a world-class customer experience.”
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In addition, Pandora said Monday that Chief Commercial Officer Martino Pessina is stepping down, and all nine market clusters now will report directly to CEO Alexander Lacik.
Basei will report to Lacik as well and serve on the jewelry company’s executive leadership team. His promotion will be effective April 1.
Sara Bergiotti, currently sales director of Pandora’s Southern Europe, Middle East and Africa cluster, will take over as general manager.
Pandora said the change is part of its two-year restructuring plan, dubbed “Phoenix,” which includes moving its North American headquarters to New York from Baltimore, among other changes.
Pandora said after implementing operational changes it is now “turning its attention outwards to further accelerate brand desire as well as delivering a world-class customer experience.”
As chief of retail operations, Basei will be responsible for heading operations across the company’s 6,500 points of sale in more than 100 markets. This will include opening new stores, managing relationships with franchisees, the omnichannel experience, store development and merchandising.
“I am happy Massimo will take the role as chief of retail operations,” Lacik said. “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 … forward by expanding our store network and evolving our omnichannel approach.”
Basei is an Italian national who joined Pandora as country manager for Italy in 2010. Since then, he has taken on additional responsibility, leading commercial operations across Southern Europe, the Middle East and Africa.
He currently lives in Milan, Italy, with his wife and three children. They will relocate to Copenhagen later in the year.
Basei holds a master’s in economics from Università degli Studi di Trieste.
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