Saatchi Art's Marketing Director on Promoting Gender Parity and Disrupting the Art Industry
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Senior Content Strategist Ashley Chiaradio interviews Sarah Meller, marketing director at Saatchi Art, the world’s leading online art gallery. Listen in as Meller explains Saatchi Art’s business model, the brand’s goal to disrupt the traditional way consumers buy and sell art, and its global art fair for independent artists called The Other Art Fair. She describes the unique customer journey that shoppers experience on Saatchi Art’s e-commerce site, how the company’s marketing strategy is focused on guiding consumers through that customer journey, and how her team uses social media to grow brand awareness.
In addition, Meller discusses how Saatchi Art is uniquely positioned to provide artists from all backgrounds a global audience, and why gender parity is a core tenet to the company’s DNA. She explains how the brand highlighted and celebrated women artists in a highly successful marketing campaign this past year, and shares what supporters of female artists can do to to help them become more visible. Lastly, Meller discusses the future plans for Saatchi Art, including continuing to build brand awareness, focusing on mobile visitors, and experimenting with new direct marketing channels.
Sarah Meller is the marketing director at Saatchi Art, where she leads brand marketing strategy and implementation to reach art collectors and foster a positive and connected artist community. Her marketing style is defined by a knack for storytelling, deep expertise in the arts, and the knowledge and know-how to bring cultural experiences and products to the widest possible audience. Meller spent the better part of the last decade working at New York’s Whitney Museum. There, she designed integrated marketing plans across audiences and channels, with a focus on building digital marketing and social media capabilities, in order to reach people where they are, increase meaningful engagement, and grow revenue.
Date: March 3, 2020
Credits: Sarah Meller
Duration: 14:44
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