Experience

A selected overview of roles.

A selected overview of roles across culture, art, lifestyle, digital growth and premium audience engagement.

Summary

Brand, marketing and audience growth leader with 8+ years of experience across premium cultural brands. Currently leading global CRM, paid media, lifecycle marketing and customer intelligence initiatives at White Cube, with a track record of building cultural relevance, audience loyalty and measurable commercial growth.

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§ Experience

White Cube

Global CRM, Lifecycle & Audience Growth

Present · London / International

Leading global CRM, paid media, lifecycle marketing and customer intelligence initiatives.
Klaviyo migration; 20+ automated customer journeys; segmentation by tier, region, recency.
+290% email-attributed revenue, +100k Instagram followers, gallery surpassed 1M.
Frieze and Artnet partnerships; competitor intelligence; reporting across regions.

Shapero Rare Books & Shapero Modern

Brand, Sales and Marketing

Previous · London

Brand repositioning and updated brand guidelines across digital and customer-facing channels.
Built and launched two websites; integrated CRM, analytics and marketing technologies.
5k → 15k Instagram followers, 10× qualified leads, £500k+ in online sales within 60 days.
Managed agencies and senior stakeholders across content, analytics and campaigns.

Touch Gallery

Brand, Sales and Marketing

Previous · Hong Kong

Cultural and wellness programming — ceramics, kintsugi, tea, wine, collector gatherings.
Built website and email marketing channels from scratch; brand and audience development.
+300% annual turnover growth through brand, programming and relationship-led sales.

WSNXT

Editor-in-Chief & Curator

Previous · Hong Kong

Editorial direction and monthly Good Life themes across retail and exhibition.
Curated and negotiated consignment partnerships with 60+ local independent brands.
Built community around independent creativity, wellbeing and slow living.

Tate

Marketing and Membership

Earlier · London

Campaign and audience collaboration across major exhibitions and cultural moments.

§ Disciplines

Brand

Positioning, identity systems, voice, cultural narrative.

Audience Growth

Paid, organic, partnerships, segmentation, acquisition.

CRM & Lifecycle

Klaviyo, Salesforce, automation, retention, lifecycle journeys.

Customer Intelligence

Data, segmentation, audience insight, reporting.

Editorial & Content

Storytelling for collectors, readers and the culturally curious.

Cultural Programming

Events, partnerships, hospitality and membership thinking.