Case 01 — White Cube
← WorkGrowing a global cultural brand.
White Cube is one of the world's leading contemporary art galleries, with an international audience of collectors, artists, institutions and culturally engaged audiences. My work focuses on strengthening the gallery's global digital presence, improving audience intelligence and connecting brand storytelling with measurable growth.
§ Context
White Cube is one of the world's leading contemporary art galleries, with an international audience of collectors, artists, institutions and culturally engaged audiences.
My work focuses on strengthening the gallery's global digital presence, improving audience intelligence and connecting brand storytelling with measurable growth.
§ Challenge
How do you grow, engage and understand a global cultural audience while preserving the authority, discretion and premium positioning of one of the world's leading contemporary art galleries?
White Cube needed to deepen engagement across international markets, improve visibility across customer journeys and create stronger connections between brand campaigns, CRM, paid media, social growth and commercial follow-up.
§ My Role
- Audience growth strategy
- Brand storytelling
- Global CRM
- Lifecycle marketing
- Paid media strategy
- Customer intelligence
- Media partnerships
- Competitor monitoring
- Digital transformation
- Stakeholder management
- Team leadership
§ Key Initiatives
01
Brand Storytelling
Worked closely with communications, press and social media teams to shape digital narratives around exhibitions, artists and cultural moments. This included supporting brand positioning and integrated campaigns across earned, owned and paid channels, ensuring the gallery's voice remained consistent across audience touchpoints.
02
Audience Growth
Contributed to White Cube's Instagram growth strategy through paid amplification, audience targeting and campaign optimisation. The strategy helped grow the Instagram audience by more than 100,000 followers within one year and contributed to the gallery surpassing the 1 million follower milestone.
03
Media Partnerships
Developed relationships with leading art publishers including Frieze and Artnet to secure premium banner placements and targeted media opportunities. These partnerships helped expand brand visibility among collectors, institutions and culturally engaged audiences.
04
Customer Intelligence
Led initiatives connecting website behaviour, CRM profiles, email engagement and campaign performance into a clearer view of audience activity. This helped improve segmentation, customer profiling, campaign reporting and commercial follow-up.
05
CRM Transformation
Led the migration from Mailchimp to Klaviyo and built more than 20 automated customer journeys and audience segmentation frameworks. The transformation supported more relevant communication across international audiences and helped strengthen engagement, retention and commercial performance.
06
Competitor Intelligence
Initiated a competitor monitoring tool to track positioning, campaign activity, audience engagement and market trends across leading international galleries and cultural brands. The tool supports insight-led decision-making and helps identify opportunities for differentiation.
Growth without losing authority — a cultural brand can compound audience and revenue while staying quiet, considered and recognisably itself.
Installation view — White Cube
§ Results
- 01
+290% email-attributed revenue growth YoY
- 02
+20% qualified lead generation
- 03
−10% cost per lead
- 04
+34% New York subscriber growth
- 05
+100k Instagram followers added in one year
- 06
1M+ Instagram community milestone
- 07
20+ lifecycle automation flows built
§ Social Presence
Surpassing the 1 million follower milestone on Instagram.
Paid amplification, audience targeting and campaign optimisation contributed to White Cube growing its Instagram audience by more than 100,000 followers in a single year — passing the 1M community milestone.
@whitecube on Instagram ↗
§ Audience Growth Ecosystem
Growth did not come from a single campaign or linear process. It came from connecting brand storytelling, audience insight, paid amplification, CRM, media partnerships and commercial follow-up into a more coherent operating system.
§ What this demonstrates
The ability to connect brand storytelling, audience growth, CRM, paid media, media partnerships and customer intelligence within a premium cultural environment — growing a cultural brand while preserving its authority and long-term equity.