30 second summary:
- The ClickZ Experience 2021 virtual event will feature some of the world’s greatest marketing leaders
- Here is a little foretaste of one of our keynote speakers
- Read for two precious minutes with Samantha Margolis, VP Digital Marketing at Christie’s
ClickZ spoke to Christie’s VP of Digital Marketing, Samantha Margolis to learn about her path in marketing leadership, challenges and opportunities.
Q. How did you get into marketing?
Samatha Margolis: I graduated with a bachelor’s degree in art history, which led me to a career in art auctions. I’ve found that what I like best is connecting people with 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 Christie’s digital marketing team.
Q. What do you love most about your role?
Samatha: I love working with incredible objects every day and making them available to new audiences. I consider myself fortunate to have had the opportunity to work on everything throughout my career from the George Michael collection to lost Da Vinci paintings to meteorites. Every day is different! Christie’s has auctions in over 80 categories – in the morning I work out the best tactics to target meteorite buyers and in the afternoon I work on a strategy to advertise a Picasso masterpiece.
Q. What was the biggest challenge you faced during the pandemic?
Samatha: Creating a marketing strategy that can adapt to so many unknowns.
Q. What was your biggest lesson in the last 18 months?
Samatha: That people are more adaptable than we think they are. When I started at Christie’s almost 9 years ago, colleagues said they had customers who would never use the internet. I don’t think anyone would say that now.
Q. What do you think are the top three marketing opportunities in 2022?
Samatha: Test and learn. This may be a somewhat deceptive answer: we’ve seen so many changes in the marketing ecosystem and more are sure to come. Strong marketers have to constantly experiment with different options and ways to find out what works (and doesn’t) for their brand.
Enter into open dialogues with customers. We know customers are willing to share information with brands when they receive something valuable in exchange. As marketers, we have the opportunity to find new ways to create and communicate that value, to build lasting relationships with customers and learn how to create new ones.
Q. Can you tell us something about yourself that few know?
I am a horror movie fan!
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