Case 01 — White Cube
← WorkBuilding a global collector acquisition engine.
White Cube is one of the world's leading contemporary art galleries, with an international audience of collectors, artists and institutions across London, New York, Hong Kong, Seoul and Paris. My work has focused on building an integrated acquisition and CRM engine — combining performance marketing, lifecycle automation and customer intelligence to develop affluent and HNW audiences from first interest to long-term collector.
§ 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 acquire, understand and nurture affluent and HNW audiences at global scale — while preserving the authority and discretion of one of the world's leading contemporary art galleries?
The gallery needed an integrated customer system connecting paid acquisition, CRM, lifecycle automation, behavioural tracking and sales intelligence — so that marketing activity translated into qualified leads, informed sales conversations and long-term collector relationships.
§ My Role
- Audience targeting strategy
- Performance marketing
- CPL reduction
- Global CRM & Salesforce integration
- Lifecycle automation
- Welcome & lead-nurture journeys
- Behavioural tracking
- Customer intelligence
- Attribution & reporting
- Media partnerships
- Team leadership
§ Key Initiatives
01
Audience Targeting Strategy
Developed a new data-led audience targeting strategy combining professional seniority and job titles, interests and affluence signals to reach HNW and culturally engaged prospects — reducing cost per lead by ~20% and increasing downstream email engagement by ~30%, improving both acquisition efficiency and lead quality.
02
Lifecycle & Automation
Led the migration and development of the gallery's marketing automation ecosystem, building 20+ automated lifecycle journeys using behavioural and declared-interest signals to deliver more relevant communications at scale — delivering +290% YoY growth in email-attributed revenue.
03
Welcome & Lead-Nurture
Built an automated welcome and lead-nurture journey that begins immediately after lead-form submission — using editorial and commercial content to convert newly acquired prospects into engaged audiences and create earlier pathways towards enquiry and sale.
04
CRM & Sales Intelligence
Customised CRM processes and integrated website and email behavioural tracking with Salesforce, giving Sales teams visibility into clients' online interests — artists, artworks and exhibitions viewed — enabling more informed and timely relationship development.
05
Attribution & Reporting
Strengthened attribution and reporting across Meta, Google, LinkedIn, GA4 and CRM, connecting marketing activity with lead quality, engagement and commercial outcomes to support data-led budget and campaign decisions.
06
Content & Social
Coach social content producers and coordinators across international teams — creative quality with strong brand consistency. White Cube reached the milestone of 1 million Instagram followers approximately one year after I joined.
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% cost per qualified lead
- 03
+30% downstream email engagement
- 04
20+ automated lifecycle journeys built
- 05
Salesforce & Klaviyo behavioural integration
- 06
1M Instagram community milestone
§ 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 build a collector acquisition and retention engine within a premium cultural environment — connecting performance marketing, CRM, lifecycle automation, behavioural tracking and sales intelligence into a single system that grows both audience and revenue.