Elizabeth Wang is the retail marketing manager for global ads at Google. Here, she spotlights the Pandora marketing leadership team and their strategy to keep customers engaged during an always-on holiday shopping season.

As the biggest jewellery brand in the world, Pandora aims to democratise jewellery, making it accessible to everyone. This is a particularly salient goal during the holiday shopping season, which constitutes a significant portion of Pandora's business. Consequently, the brand has experienced firsthand how holiday shoppers' behaviour has become increasingly complex and unpredictable, and it understands how retailers face new challenges this year.

Specifically, Pandora knows that marketers must be constantly ready for holiday shoppers before, during, and even after big sales events, like Ramadan, Singles Day, and Black Friday. In fact, 75% of holiday shoppers across surveyed markets agree that they look for deals, discounts, and promotions throughout the holiday shopping season.