Head of Brand Activation

Brand Activation, Paid Media, Consumer Engagement & Loyalty

Contract: Permanent

Location: Flexible hybrid working style with three days in the London office

The role

The Head of Brand Activation is responsible for shaping how the brand connects with consumers at scale, leading the development and execution of innovative activation strategies. This role leads the end-to-end activation, performance, and engagement ecosystem, driving sustainable brand growth, commercial impact, and long-term consumer value.

You will own the local markets strategic direction and governance of paid media, CRM, loyalty, search / AI powered discovery, and lifecycle marketing across digital and traditional channels, ensuring the organisation evolves toward a future-ready, data & insight-led, activation model. This role serves as a strategic partner to Director of Marketing, influencing market investment strategy, capability development, and agency and technology ecosystems.

The strategic imperative: build a scalable activation engine that maximises lifetime value of existing consumers while efficiently recruiting new customers, strengthening brand equity, and delivering measurable business growth across the market.

About Pandora

Pandora is the world's largest jewellery brand, specialising in the design, crafting and marketing of accessible luxury jewellery made from high-quality materials. Each piece is created to inspire self-expression, allowing people to share their stories and passions through meaningful jewellery. Pandora jewellery is sold in more than 100 countries through 7,000 points of sale, including more than 2,800 concept stores.

Headquartered in Copenhagen, Denmark, Pandora employs around 39,000 people worldwide and crafts its jewellery with 100% recycled silver and gold. Pandora is committed to leadership in sustainability and has set out to halve greenhouse gas emissions across its value chain by 2030. Pandora is listed on the Nasdaq Copenhagen stock exchange and generated revenue of DKK 32.5 billion (EUR 4.4 billion) in 2025.

Our people

Our global team of over 33,000 passionate individuals helped Pandora achieve record earnings in 2023, driven by a new long-term growth strategy. This rapid progress has fostered an ambitious and empowering culture.

As we grow, we continue to invest in our talent. We're seeking people who share our values and can help us realise our ambitions.

What to expect from the role

Strategy & Innovation:

• Define, evolve and lead the market activation and growth strategy, aligning brand ambition, commercial priorities, and consumer insight into a single operating framework.
• Build a robust ecosystem for personalised experiences, retention programmes, and loyalty platforms that strengthen long-term consumer relationships.
• Champion the adoption of emerging technologies including AI, predictive analytics, and marketing automation to enhance decision-making and performance.
• Shape the long-term roadmap for media, CRM, and loyalty capabilities, influencing enterprise investment and platform strategy.

Planning & Execution:

• Govern integrated, multi-channel activation planning across digital, social, programmatic, search, video, retail media, and traditional channels.
• Align media and engagement strategies with both short-term revenue targets and long-term brand and consumer value creation.
• Establish a test-and-learn and optimisation framework to improve media mix, incrementality, and performance outcomes.
• Partner with E-commerce, Retail, Sales, & Brand teams to deliver a best in class unified omnichannel consumer experience.
• Lead the design and optimisation of loyalty programmes, integrating engagement experiences across all touchpoints.
• Oversee CRM campaigns and lifecycle marketing, leveraging advanced segmentation, automation, and personalisation at scale.

Technology & Platforms:

• Own the strategic oversight and execution of CRM, loyalty, and marketing technology platforms, ensuring scalability, resilience, and future-readiness.
• Ensure unified consumer data views, GDPR compliance, ethical data governance across all systems.
• Partner with Technology and Data teams to enhance measurement, attribution, and performance intelligence frameworks.
• Stay ahead of industry trends and emerging tools to continuously improve consumer engagement capabilities.

Budget & Performance Management:

• Lead market-level stewardship of multi-million-pound activations and media investments, ensuring ROI, ROAS, and efficiency targets are achieved.
• Drive improvements in retention, repeat purchase rate, and loyalty programme participation.
• Enhance CRM and lifecycle performance through higher engagement & conversion metrics.
• Deliver insights through performance analysis, forecasting, and market trend evaluation.

Leadership & Collaboration:

• Lead, develop, and inspire a high-performing team across activation, media, CRM, and loyalty disciplines.
• Build strong partnerships with senior stakeholders across Brand, Digital, Sales, Technology, Data, and Commercial leadership within the local team and with global partners.
• Lead agency and vendor relationships, ensuring performance governance, capability alignment, and commercial value.
• Act as a brand ambassador and senior representative of the function internally and externally, strengthening industry and partner relationships.

Success Measures:

• Contribution to market revenue growth, customer lifetime value, and brand equity metrics.
• Activation Performance: Delivery of ROI, ROAS, and efficiency targets across paid and owned channels.
• Consumer Engagement: Growth in engagement, loyalty participation, retention, and advocacy indicators.
• Capability Maturity: Advancement in AI adoption, platform integration, and data quality across activation systems.
• Innovation Impact: Successful testing and scaling of new platforms, channels, and experience models. Partner with 3rd parties to understand and capitalise on emerging trends.
• Budget Optimisation: Accurate forecasting, allocation, and governance of investment to deliver business targets.

• Improve repeat purchase rates,

• Communicate and keep up to date all stakeholders on total performance across your channels, provide monthly visibility to risks and opportunities.

The successful candidate

• Bachelor’s degree in Marketing, Business, Data, or related field experience; advanced degree preferred.
• Extensive experience of progressive leadership experience in brand activation paid media, performance marketing, CRM, loyalty, and consumer engagement.
• Proven track record of leading large-scale, multi-million-pound investment portfolios and market-level transformation initiatives.
• Deep expertise across digital, marketing technology, data-driven marketing, and omnichannel media environments; (SEM, Paid Social, Programmatic, YouTube, CTV, VOD, Linear TV).

• Strong strategic agility and ability to adapt to evolving consumer and media landscapes.

• Hands-on experience with CRM platforms, loyalty systems, marketing automation, and data analytics tools.
• Strong commercial acumen with the ability to link brand and activation strategy to business and financial outcomes.
• Demonstrated success in leading senior teams and influencing at executive level.
• Exceptional communication, governance, and stakeholder management skills, with the ability to translate complex concepts for diverse audiences.

Craft Your Future with Pandora: A Career Built Around You

At Pandora, your career is a journey of growth, development, and limitless potential. We believe in empowering you to shape your own path and craft your own incredible.

What We Offer

Our focus is on offering you a career that’s as unique as you are. We provide the tools, opportunities, and support you need to thrive:

• Career Development & Growth: Be at the forefront of an inspiring journey with tailored development plans, mentorship, and regular reviews to ensure you’re on track to achieving your goals.
• Competitive Salary & Regular Reviews: We make sure your efforts are rewarded fairly, with regular opportunities to review your progress and success.
• Generous Bonus Scheme: Your hard work doesn’t go unnoticed, with opportunities to earn performance-related bonuses.
• Hybrid Working Flexibility: Strike the perfect balance between collaboration and focus, with three office days and two work-from-home days between Monday and Thursday.
• Early Finish Fridays: Start your weekends early by finishing work at 3 PM every Friday.
• Private Healthcare: Your wellbeing is our priority, with access to private healthcare that keeps you covered.
• Employee Discounts & Perks: Enjoy 55% off Pandora products and exclusive access to discounted brands, cinema tickets, gym memberships, holidays, and more.
• Annual Leave & Flexibility: 25 days annual leave plus bank holidays, with the option to buy or sell leave, and your birthday off to celebrate YOU!
• Wellness Hub & Support: Access to wellness resources and a dedicated Employee Assistance Programme offering free, confidential support 24/7.
• Recognition & Celebrations: Your achievements are our success. With a recognition programme and regular celebrations, we ensure every success is shared and appreciated.

At Pandora, we believe in creating not just a job, but a journey of fulfillment, growth, and success. If you’re ready to take the next step in crafting your incredible career, join us and let’s build something extraordinary together.

Your future is waiting – craft the incredible with Pandora!

Please understand that due to the large number of applications, we regret that only online applications can be considered. Please click apply to submit your application.

Pandora’s recruitment procedures are designed to be transparent and clear for all candidates. This helps us ensure that applicants are provided with a fair and equal opportunity to demonstrate their competencies and skills by removing blocking factors, possible biases, and risks of discrimination. We encourage everyone applying to our vacancies to refrain from adding identity-related elements such as a photo, marital status and age.

*If you require reasonable adjustments in place during your interview(s), please make us aware as soon as possible*