Liuni’s appointment is the latest step in a management reshuffle announced earlier this year by new chief executive Benedetto Vigna to streamline the company’s structure.
Vigna was in charge of Brand Diversification on an interim basis following the departure of Nicola Boari, former Head of Brand Development, who left as part of management changes.
Liuni’s appointment underscores the importance the company places on operating its brand. Ferrari has previously said it hopes its so-called brand extension approach will account for 10% of its profits within a decade.
The Italian company known for its Formula 1 racing team and high-powered sports cars launched an extensive brand diversification strategy last year, which includes a regular fashion collection for men and women.
Liuni, most recently head of marketing for the Pandora jewelry group and previously head of global marketing and communications for the luxury group Bulgari, will join Ferrari in September and report to Vigna.
Ferrari is due to present its new business plan on Thursday.