Carina Ertl

Chief Marketing Officer Tourneau | Bucherer

Carina Ertl is the Acting Chief Marketing Officer at Bucherer USA, a role she has held since 2019. She leads the change of merging watch retailers Tourneau and Bucherer, rebranded both under a single banner that represents the future of luxury timepieces and fine jewelry. Ertl heads all facets of marketing and public relations, raising brand recognition in the United States. She also oversees the company's digital platforms, brand experience and client journeys. "Ertl brings a breadth of experience rooted in digital and brand growth strategies that has resulted in a track record of increasing brand awareness while growing e commerce businesses. As the role of CMO continues to evolve into a digital first, consumer-centric mindset. Ertl's perspective and expertise drive business growth in the arena where performance meets brand." Before joining Bucherer, Ertl worked with private Equity firms such as Fosun and EQT where she built brand recognition of Eton in the United States and tremendously grew its digital business through a strategic reset of the brand's digital platforms and software solutions. She is also the founder of CDL Global Ventures a boutique consulting firm focusing on PE-owned luxury brands. Previously, Ertl spent eight years at Swarovski Group, starting as brand manager in Shanghai. She was then promoted to Director of Strategic Development, working directly with the chairman of the board. She eventually became the VP of Global Branding & Marketing. Ertl is described as an inspirational leader, supporting women in business, and acting as an angel advisor. She teaches at GSB's executive program, and is a speaker at Columbia University, Stanford Graduate School of Business, Brandlnnovators, AMA, YPO and supported the start of Woman Matter in Fashion & Luxury, a group that acts as a support system for female executives in corporate environments. Before entering the corporate arena, Ertl was a freelance journalist and producer based in New York, where she worked on assignments from ProSieben, CBS, Elle, and ESPN Sports. She has an MBA from the Stanford Graduate School of Business and a Masters of Marketing, Politics and American Literature from the University of Munich.