By Brecken Branstrator
Pandora has named consumer goods veteran Alexander Lacik, the former head of Britax Ltd., as its new CEO.
Copenhagen, Denmark—Pandora’s board of directors has hired Alexander Lacik to be the company’s new president and CEO.

He succeeds Anders Colding Friis, who left the position in August after less than four years at the helm.

Lacik is the company sixth CEO since 2010, when it went public.

The company said Lacik’s strong track record in consumer marketing and brand building will help drive the execution of Pandora’s two-year turnaround plan that includes buying back inventory from wholesale partners and cutting back on both promotions and the size of sell-in packages for retailers.

He will join the bead and jewelry company as soon as possible.

Lacik has decades of international experience at global consumer companies, including most recently serving as the CEO of British child safety product company Britax Ltd., which makes items like car seats, high chairs and strollers.

Prior to that, he worked at Reckitt Benckiser, a British company that makes health, hygiene and home products. He started in 2004 as a general manager and worked his way up to become president of the North American market from 2013 to 2017.

He also previously worked in sales and marketing with Procter & Gamble from 1992 to 2004, spending half of his time in beauty care and half in sales, covering positions like marketing manager haircare Europe, marketing drector Nordic and sales director Sweden.

Lacik has lived and worked in five countries, managing businesses in regions across the world and covering manufacturing, product development, sales, marketing and retail partnering.

“I am delighted that we have secured Alexander Lacik as CEO of Pandora,” said Peder Tuborgh, chairman of the board of directors. “Alexander is a brilliant marketer and brand architect and has throughout his career shown himself as a great leader and a highly effective executor. His skills and experience will be key to revitalizing the Pandora brand.”

After Lacik joins the team, Pandora’s executive management team will be comprised of Lacik as CEO, Chief Financial Officer Anders Boyer and Chief Operating Officer Jeremy Schwartz.

The company said Boyers and Schwartz will continue to run the company together until Lacik joins.

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