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Women Shaping The Art World: Kerstin Gold
She Just Gave Munich's Pinakothek der Moderne a Digital Makeover.
Career 04 Feb 2019

Strategy Consultant for the Art Market, Berlin
Where did you do your first internship?
My first internship was at DDB Needham, a global creative agency in New York.
Did you have any mentors you learned a lot from?
Quite a few. First and foremost, my father, who challenged me from a very early age on to think in solutions rather than problems.
Furthermore, the executive director I worked with during my agency years in London: Her highly professional, healthily competitive, content-oriented focus – while always remaining polite and solving situations over a cup of PG Tips – surely had a great impact on my personal ways of working ever since.
What was your first job?
I started out as a junior brand consultant in a creative agency working for ABSOLUT Vodka, a brand I always imagined – and seriously planned out – working for.
My first job in the art world was as a strategic consultant advising a young gallery on their gallery-, artist- und marketing strategy during their founding phase.
20190201_KerstinGold2_theartgorgeous
Did you experience a lot of competitiveness in your career path?
Yes, I did. However, I personally trace this experience back to the fact of often having been the only woman in the team. Only years later I started to understand the power and magic of female networking – and how to make better use of it.
Did you always like to work in the art world and why?
Being a strategy consultant naturally comes with a very strong analytical and logical side to it. However, I always liked to apply my strategic skills to creative brands, creative clients or creative products. So, to me it was only natural to eventually start focussing on the art world and offer its market players – being galleries, museums, cultural institutions, foundations or collectors – strategic advise to become better and more successful in what they do and what they want to achieve as a brand or business. I strongly believe that artistic and economic interests can go hand in hand, and that`s what makes me passionate about what I do.
Do you feel the art world is undergoing lots of changes these days?
100%. Obviously the artworld is facing many of the challenges other industries do, too: a rapid globalization, the rise of technologies, the increase of online shopping, a growing relevance of data, the impact of social media and easy access to art for everyone and from everywhere. Therefore, it would be naïve to think, these developments won’t have an impact on the art world. But before thinking in more online platforms and start-up formats, we truly need to understand: who will be looking at, buying and collecting art in the future and how is this (millennial) collector different from today’s collector generation? I believe, the success of future gallery and business models will strongly depend on how much consumer-orientation is taken into account, and this will certainly change the (elitist) art world as we know it.
Where do you see yourself in the coming 5 years?
Doing exactly what I am doing today, as I have luckily found a way to combine what I can with what I Iove: to work with clients from the art world to develop strategies, solutions, and measures tailored to their own personality, brand, and business.
Having said that, I could also picture myself founding an art+tech start-up built on insights, how art buying and collecting will change in the future. But for now, this is more of a personal objective than a thought-through concept.
20190201_KerstinGold1_theartgorgeous
Best career advice you received?
Strengthen your strengths. 
Trust your instincts and follow your intuition.
Your words of wisdom for young women?
It’s ok to feel afraid sometimes, but do it anyway.
Always be yourself and stay authentic.

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