Sands will be responsible for leading and setting the strategic direction of Christie’s global marketing function and building the brand internationally. The previous incumbent of the role was Richard Bagnall-Smith, who left in September 2011 to form his own communications consultancy.
Sands will join Christie’s in 2014 from Tate, where he is currently director of media and audiences and responsible for bringing the national art institution’s brand to a more diverse audience. Prior to that he was marketing director at Guardian News Limited.
He will report into Christie’s chief executive officer Steven Murphy who says Sands will bring “so much relevant experience from his previous roles”.
Murphy adds: “As the desire to connect with art continues to grow, Christie’s is in a special position to share our wealth of expertise and knowledge, as we widen the access and opportunity for people to buy and enjoy art.”
Last month Christie’s appointed Mr Porter’s editor in chief Jeremy Langmead as its chief content officer who will be tasked with creating content across multiple platforms to increase sales when he joins in 2014.
Prior to that, Christie’s recruited former Virgin Atlantic marketer Paul Dickinson to the role of international managing director for client services, with his work focusing in particular on the BRIC territories.
Christie’s has 53 offices in 32 countries and 12 salesrooms around the world. It also offers clients worldwide access to its auctions through “Christie’s LIVE”, a real-time online bidding service.