London, England, United Kingdom
I’m an e-commerce and marketing professional specialising in building digital infrastructure and growth strategies for the contemporary art sector. My work sits at the intersection of culture and commerce, helping galleries and art businesses translate artistic vision into scalable, high-performing sales channels. I have extensive experience driving D2C revenue, digital marketing, and B2B partnerships within the fine art and editions market, delivering multi-million-pound online campaigns and launches. From private online sales rooms to complex drop mechanics, I focus on creating seamless collector experiences that balance brand integrity with commercial performance. Operationally, I’m hands-on across the full digital stack, including Shopify, Artlogic, CRM ecosystems, and paid social, with a strong emphasis on data-led decision making. I design workflows, automation, and reporting systems using tools like Notion, Airtable, and Zapier to increase team capacity, reduce friction, and unlock new revenue opportunities. I’m particularly interested in how technology, data, and thoughtful user experience can reshape how art is discovered, sold, and collected. My goal is to continue building smarter, more connected commercial models for galleries, artists, and cultural organisations.
• Managing and maintaining all company websites (Gazelli Art House and GAZELL.iO), ensuring accurate and timely updates across exhibitions, talks, articles, and programme activity • Coordinating the delivery of online and offline marketing materials for exhibitions and events, including invitations, brochures, and website listings • Monitoring, collating, and presenting digital performance analytics across key platforms (Shopify, Instagram, X/Twitter, Linktree and others) • Planning and executing social media content in line with the gallery’s wider marketing strategy • Producing and formatting press releases, with responsibility for maintaining consistency across communications • Creating, updating, and distributing press packs • Overseeing day-to-day management of all Shopify platforms • Implementing SEO updates to improve visibility, discoverability, and organic search performance across both websites • Contributing to commercial and digital strategy to strengthen online and offline sales channels • Managing and maintaining external commercial platforms including Artsy, Artnet, Ocula, and others as required.
Owned product listing quality across 10–35 product drops per month, creating cross-functional checklists and sign-off protocols to improve launch accuracy and reduce errors across departments. Built and managed 75+ unique pre- and post-purchase email flows per month using HubSpot, ensuring alignment with campaign goals, tone, tests, and segmentation. Collaborated with Artist Relationship Managers to develop compelling content and campaign assets for high-profile drops, aligning brand tone with the creative vision of blue-chip artists. Automated operational workflows using Zapier, Shopify Flows, Airtable, and Google Sheets — increasing capacity by 40% and cutting down manual input. In addition to creating early warning systems for discrepancies. Acted as final sign-off on launches, aligning Sales, C&M, ARM, and Warehouse to ensure seamless go-lives across Auction, NFT, Timed, Tiered, Public and Draw launches. Drove multimillion-pound campaigns via building online private rooms and Meta paid social campaigns.
Built and implemented operational infrastructure for the business, covering CRM (Zoho), logistics, invoicing, and inventory tracking. Managed sales across B2B and B2C channels, growing the business in one year to a 6-figure company, identifying new revenue opportunities through platform outreach, collector relationships, and email marketing. Directed monthly artwork and edition releases — from artist onboarding and pricing strategy to post-sale analysis and fulfilment. Increased social reach from 0 to 20k Instagram followers organically, improving DTC visibility and collector engagement. Collaborated cross-functionally with artists, shippers, and partners to deliver high-value orders globally with minimal friction. Introduced internal processes that improved campaign planning, reduced errors, and sped up release timelines.
Maintained B2B/B2C email communications and social media presence. Managed shipping logistics, packaging, and inventory tracking for hundreds of monthly orders. Oversaw invoicing, accounting, physical store curation, and digital archiving. Identified and pitched to new sales channels, expanding the gallery’s reach from 20 active galleries to over 40 partnerships. Planned and delivered a collaborative presentation with a Canadian gallery at the Affordable Art Fair.
Coordinated the delivery and installation of 1,000+ artworks across 35 sites in the UK and Hong Kong on biannual rotations. Managed internal/external communications, client presentations, and risk assessments for high-end clients like the Savoy, FTSE 500 companies, private members clubs and Gordon Ramsey restaurants. Used Artlogic for inventory management and project tracking. Oversaw social media, plaque production, and digital archiving processes. Built and delivered B2B sales pitches, research, and administration support. Managed client-facing CRM systems and produced floor plan mockups for client spaces
Curated exhibitions and managed 100+ of artist relationships from across the UK. Built and delivered B2B sales pitches, research, and administration support. Handled customer-facing duties and CRM data entry via Artlogic.