Berta De Pablos Barbier

Leading Pandora’s global brand strategy and marketing transformation, with a focus on deepening brand desirability, strengthening cultural relevance, and expanding into new jewellery categories with creative collections – all while driving sustainable growth. Drawing on 30 years of experience across luxury, fashion and consumer goods, I work closely with the rest of the Executive Leadership Team to position Pandora as the world’s jeweler and a leader in modern, purpose-driven storytelling.

Led the strategic transformation of LVMH’s iconic champagne brands Moët & Chandon, Dom Perignon and Mercier, driving innovation, brand elevation, and record business performance. Focus on sustainability across the organisations, especially with the launch of the programme “Natura Nostra”. Introduced a new prestige Cuvee for Moet to address a new market segment and image gaps.

Drove major innovation initiatives and exciting activations for brands like M&M’s and SNICKERS. Accelerated quality revenue growth by building new consumer-centric platforms, optimising ROI, and scaling relevant content. Led M&M’s retail expansion and implemented their new global marketing model. Introduced agile ways of working across leadership and cross-functional teams. Established an in-house content studio delivering data-driven campaigns with speed and precision.

Successfully integrated Mars Chocolate and Wrigley into a unified business with full P&L responsibility. Delivered cost synergies, a joint sales force, and integrated systems. Built a future-ready workplace and culture, driving category growth through e-commerce and innovation to stay ahead of competition.

Achieved 4% CAGR across iconic brands like M&M’s and SNICKERS through culturally resonant campaigns and breakthrough innovations (e.g., M&M’s Caramel). Transformed merchandising and drove purpose-led initiatives with DOVE Chocolate in cocoa regions. Led milestone campaigns including M&M’s 75th anniversary and Super Bowl activations.

Led the global repositioning of the Lacoste brand, refocusing the brand more clearly on its Sport Heritage and aligning brand identity across multiple categories and in-store experiences. “Life is a beautiful sport” was introduced as the new brand signature deepening emotional connection. Oversaw integrated marketing campaigns, digital media, and experiential activations through sport and lifestyle platforms. Strengthened brand relevance and consumer connection through modern storytelling and cross-channel engagement.

Shaped brand image, collection sharpness and innovation on the now Iconic Quatre collection. Directed global marketing for jewellery, watches, and licensed categories including fragrance and eyewear. Led brand development through retail experience, visual merchandising, and campaign execution. Defined product design codes, implemented CRM programs, and launched digital marketing strategies to elevate brand coherence and desirability.

Delivered the European innovation strategy for Pet Care & Chocolate to match overall business growth strategy - implementation of new ways of working from benchmarking best practices.

Full P&L responsibility for Strategy and operations for Chocolate, Pet Care & Food. Delivered financial turnaround to get business to profitability working on operational excellence , redesign of sales force and warehouse simplification . Achieved best place to work award.

Partnered with Global Galaxy Business Leadership to deliver the global brand strategy. Global implementation of new brand positioning through packaging, advertsing & product innovation.