From artist release to online sale.
White Cube operates internationally across five countries. My role sits within Digital & Audiences, where I combine growth marketing, e-commerce, CRM, customer intelligence and digital product development.
I manage two direct reports and coach five colleagues across Digital and Communications.
Building the digital engine behind every print release.
I own the end-to-end e-commerce and digital marketing process for White Cube Prints & Multiples releases — from the audience we speak to before a release, to the journey that turns interest into a sale, to what we learn afterwards.
- Artist / release
- Audience segmentation
- Pre-launch
- Email + paid social
- E-commerce experience
- Abandoned cart / retargeting
- Sale
- Attribution + learning
- Website experience and feature optimisation
- Audience segmentation
- Email campaign strategy
- Automated lifecycle journeys
- Abandoned-cart re-engagement
- Pre-release paid social
- Post-release retargeting
- Conversion optimisation
- Attribution
- Performance analysis
£230K
70%+
£230K is gross online sales. 70%+ of it was attributed to marketing channels including website, email and paid media — not paid advertising alone.
How digital behaviour becomes customer intelligence.
Selected behaviour on the website is captured and connected to known customer profiles, so segmentation and commercial intelligence reflect what people actually do — not only who they are.
- Artwork views
- Exhibition engagement
- Logins
- Content engagement
- Enquiry signals
- Subscriber activity
- Website behaviour
- Klaviyo
- Salesforce
- Segmentation
- Marketing / commercial intelligence
Turning behaviour into relevant communication.
20+
+290%
- Welcome journeys
- Behavioural nurture
- Commercial journeys
- Re-engagement
- Audience segmentation
Lead quality, not cheap acquisition.
−20%
+30%
Campaign optimisation focused on the people who went on to engage — measured downstream in email and CRM, rather than at the cheapest click.
- Ad
- Lead
- Email engagement
- Behavioural signal
- CRM
Measure decisions, not traffic.
Measurement frameworks are designed around meaningful customer actions rather than standard web metrics alone: enquiry, login, artwork engagement, content engagement, lead quality and attributed revenue.
Built across GA4, GTM, Looker Studio, Meta, Google and CRM data.
Past one million 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 milestone.
2
5
Working with regional and senior stakeholders across London · New York · Paris · South Korea.
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