30 second summary:
- ClickZ Experience 2021 virtual event will see some of the world’s biggest marketing leaders
- Here’s a sneak peek from one of our keynote speakers
- Read on for two precious minutes with Samantha Margolis, VP of Digital Marketing at Christie’s
ClickZ spoke with Christie’s VP of Digital Marketing, Samantha Margolis, to learn about her marketing leadership journey, challenges and opportunities.
Samatha Margolis: I completed an undergraduate degree in Art History which led to a career in art auctions. I found my favorite part was finding ways to connect people with the art and items they love and making the auction experience more accessible. I then studied luxury marketing, digital marketing and product development at NYU Stern School of Business and joined the digital marketing team at Christie’s.
Q. What do you like most about your role?
Samatha: I love working with amazing objects every day and presenting them to new audiences. I consider myself lucky to have had the opportunity to work on everything in my career, from George Michael’s collection to lost Da Vinci paintings to meteorites. Every day is different! Christie’s organizes auctions in more than 80 categories. In the morning, I research the best tactic to target meteorite buyers and in the afternoon, I collaborate on a strategy to advertise a Picasso masterpiece.
Q. What has been the biggest challenge you have faced during the pandemic?
Samatha: Create a marketing strategy that could accommodate so many unknowns.
Q. What has been your biggest lesson of the last 18 months?
Samatha: That people are more adaptable than we think. When I started at Christie’s almost 9 years ago, colleagues were saying they had customers who would never use the Internet. I don’t think anyone would say that now.
Q. What do you see as the top three marketing opportunities in 2022?
Samatha: Test and learn. This might be a bit of a cheating answer: we’ve seen so many changes in the marketing ecosystem and there’s definitely more to come. Marketers will need to continually experiment with different options and opportunities to find out what works (and doesn’t) for their brand.
Engage in open dialogues with customers. We know customers are willing to share information with brands when they get something valuable in return. As marketers, we have the opportunity to find new ways to create and communicate that value to build lasting customer relationships and learn how to create new ones.
Q. Can you tell us something about yourself that few people know?
I’m a horror movie fanatic!
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