Katrina Yap is a seasoned Marketing Strategist whose dynamic career and innovative approach have positioned her as a transformative, boundary-breaking force in the industry. With over a decade of experience spanning strategic partnerships, brand marketing, and experiential campaigns, Katrina’s remarkable journey encompasses iconic organizations like Christie’s auction house, Esquire Magazine, and widely acclaimed initiatives such as the official Malibu Barbie Café pop-up café in New York, Miami, and Chicago.
Renowned for her ability to re-imagine traditional marketing strategies into groundbreaking campaigns, Katrina Yap combines strategic precision with creative ingenuity. Her expertise encompasses the development and execution of integrated print and digital campaigns, experiential event promotions, and retail marketing. This unparalleled versatility has enabled her to craft sophisticated solutions for diverse audiences and industries. Here, we delve into the inspiring career of this extraordinary marketing leader and her ongoing impact on the industry.
New York Art Life: You’ve worked for some of the most iconic brands in the world. Can you tell us about your time at Christie’s, and the role you played in the record-breaking sale of the Rockefeller Collection?
Katrina Yap: Absolutely. I had the wonderful opportunity to spearhead the Tastemaker Series with the Strategic Partnerships Team at Christie’s. That was undoubtedly a defining moment in my career. Our goal was to make the Rockefeller Collection resonate with younger art collectors. In a traditional organization, introducing new ideas isn’t always straightforward, but aligning the team around a shared vision made it possible to redefine these masterpieces for contemporary audiences.
Leading the influencer strategy for an $800 million sale required balancing tradition with a modern twist. The Tastemaker Series was pivotal—we collaborated with contemporary interior designers to reinterpret timeless masterpieces, creating a fresh appeal for today’s collectors. Partnerships with luxury brands like The Row and Bottega Veneta further enriched the campaign, transforming conventional art spaces into immersive luxury experiences. It was a perfect example of connecting fine art with contemporary culture. We wanted to present these exemplary works in new, stylish contexts that felt relevant and approachable to the next generation of collectors. Fortunately, our leadership team and my colleagues trusted me to help curate a list of young interior designers, each with a strong social media presence, to select pieces from Christie’s warehouse and create gallery spaces in our New York headquarters, reimagining how these artworks could be integrated into contemporary settings.
New York Art Life: During your time at Esquire Magazine, you worked on several significant projects. Talk us through the experience of working on Esquire’s 1000th issue and partnering with Axe for Men’s Fashion Week.
Katrina Yap: It was truly inspiring. My experience at Esquire taught me precious lessons about the power of storytelling in marketing. The 1,000th issue celebration allowed us to honor Esquire’s legacy – we created content that honored the magazine’s legacy while pushing creative boundaries. Similarly, our partnership with Axe White Label Collective during Fashion Week, featuring John Legend, exemplified how brands can forge authentic connections through carefully curated experiences. This project went beyond traditional marketing—it was about creating moments that resonated with our readers’ aspirations while maintaining editorial integrity. We developed strategies that smoothly integrated brand messaging with compelling content.
New York Art Life: You’re also an incredible writer. Your articles covering major fashion figures like Jean Paul Gaultier, Alessandra Rich, and Emilio Pucci during Paris Fashion Week were influential. Can you share some insights from these experiences – what was it like working with these big names in the industry?
Katrina Yap: Meeting, getting to know, and writing about those iconic fashion names during Paris Fashion Week opened my eyes to the intricate dance between tradition and innovation that defines true luxury. It was a profoundly inspiring and invaluable experience. My interview with Alessandra Rich at the British Embassy in Paris was a particular highlight. Surrounded by the elegance of her Spring 2014 Collection, I gained rare, intimate insights into her creative process. Truly brilliant! The opening of Emilio Pucci’s flagship store was equally transformative. It showed me that the most successful luxury players understand how to modernize without compromising their authentic voice. And the Jean Paul Gaultier showcase? That was a masterclass in balancing avant-garde creativity with commercial viability.
These experiences taught me that the most remarkable fashion brands are those that can evolve with the times while preserving their essential DNA. It’s a lesson that continues to inspire my work today.
New York Art Life: You’ve worked across a wide range of markets, from luxury campaigns to viral pop-ups like the official Barbie Café. How do you adapt your approach to effectively engage different audience segments?
Katrina Yap: The key to successfully navigating diverse markets lies in understanding the unique needs of each audience while staying rooted in core marketing principles. For example, with projects like Mattel and Disney’s pop-up cafes, we combined creative vision with strategic execution to design immersive experiences that were both accessible and shareable. The Barbie pop-up demonstrated the power of creating viral moments that spark joy and digital engagement. Today’s consumers crave experiences they can connect with personally and share online, making authenticity and excitement essential in delivering successful campaigns.
The same approach applies to the other end of the spectrum – ultra high net worth (UHNW) individuals in the fine art world as an example. During my time at Christie’s, I collaborated with private wealth brands to create discreet, sophisticated partnerships tailored to this elite clientele. These projects required a deep understanding of the UHNW audience’s values and preferences, as well as the ability to craft experiences and narratives that resonate with their refined tastes.
Whether working with luxury audiences or the mass market, the foundation of success is the same: shared values, aligned visions, and authentic storytelling. Successful brand partnerships thrive when both parties elevate one another. Authenticity and trust are paramount—when brands truly believe in each other’s missions, the connection resonates powerfully with consumers, whether they’re attending a pop-up café or bidding on a masterpiece at auction.
New York Art Life: How has your experience in luxury PR, particularly at Louis Vuitton, influenced your current approach to marketing?
Katrina Yap: My time at LVMH, especially when I was working on the Cruise 2016 Collection, really drove home how crucial precision and authenticity are in luxury marketing. Every detail mattered—from the way we curated the showroom experience to the tone of our communication with clients. It was about honoring the brand’s rich heritage while staying relevant to contemporary audiences. These principles have become the foundation of my approach. Those lessons stay with me and shape everything I do. At the end of the day, I’ve learned it’s really about finding that sweet spot between respecting the past and being open to new ideas. That is what defines impactful marketing.
New York Art Life: “Your ability to bridge luxury—often seen as exclusive—and make it feel more accessible to both affluent and younger audiences truly shone during your time at LIZWORKS. Collaborating with renowned contemporary artists like Rashid Johnson, known for his powerful explorations of identity and history, and Robert Longo, celebrated for his iconic and provocative works, is no small feat. Can you share how you brought these partnerships to life and made them resonate with diverse audiences?”
Katrina Yap: Collaborating with talented artists through LIZWORKS, to create wearable art was a unique challenge. Merging fine art with design pushed me to think creatively about how luxury can intersect with accessibility without compromising integrity. Working under the direction of Liz Swig, an incredible art collector and mentor with a remarkable ability to identify and champion groundbreaking artistry, was an invaluable experience. We had to approach both design and marketing in fresh ways. Thankfully, we found a way to keep artistic integrity while making sure it was commercially viable. That’s a tricky balance in the luxury market.
Exhibiting the collection at Sotheby’s East Hampton showed how we can take traditional art spaces and make them relevant for today’s luxury audience. One standout collaboration was with Rashid Johnson, whose jewelry collection transformed his acclaimed “Anxious Men” series into striking wearable art. Johnson’s focus on patinas, textures, and gender-neutral design elevated the project’s cultural and artistic impact. This experience underscored how thoughtful, purpose-driven design can redefine luxury, making it both meaningful and accessible to affluent and younger audiences alike.
New York Art Life: What’s your perspective on building successful brand partnerships?
Katrina Yap: I believe successful brand partnerships thrive on shared values and a clear understanding of mutual goals. It’s crucial to have a solid alignment of vision, audience, and storytelling. When developing partnerships, I focus on creating relationships where both parties can elevate one another. You want to be able to tell a cohesive narrative where both brands complement each other seamlessly. Authenticity and trust play a huge role here; when brands truly believe in each other’s mission, it creates a partnership that resonates powerfully with consumers. The success we achieved with projects like the Axe White Label Collective demonstrates how this approach can garner exceptional results.
New York Art Life: Do you then see marketing as more of an art or a science?
Katrina Yap: Marketing is definitively a blend of both art and science. On one side, there’s the science of it—using data to understand trends, behavior, and measure results. It’s like having a roadmap to guide your strategy. But then, there’s the art of connecting with people, of storytelling and creating experiences that feel personal and human. A successful marketing strategy relies on finding that sweet spot where data-driven decisions inspire creative solutions, ultimately creating memorable and engaging brand experiences. During my time at LVMH, this balance was particularly crucial.
New York Art Life: How has the role of a Marketing Strategist evolved in recent years?
Katrina Yap: Marketing has transformed dramatically with the rise of digital platforms and evolving consumer expectations. It’s no longer just about selling products but building genuine connections between brands and audiences. Today’s strategists must be agile, adaptable, and proactive in navigating trends and technology. Social media has redefined our role. It pushes us to be both reactive and predictive. I’ve seen this evolution firsthand across luxury and contemporary markets—the focus has shifted towards creating experiences rather than just campaigns. An example of this is Balenciaga’s Spring/Summer 2023 show in Paris with the mud runway. I think that was such a new experience to attendees and viewers of the show alike.
New York Art Life: What predictions do you have for marketing over the next decade?
Katrina Yap: Marketing will likely see a convergence of innovation, personalization, and purpose in the coming years. Influencer marketing, which has already become a critical pillar of many campaigns, will continue its transformation into a sophisticated, data-driven strategy. With brands shifting toward long-term, multi-platform partnerships, creators are now operating more like small businesses, producing high-quality, scalable content. Artificial intelligence will further revolutionize personalization, enabling real-time adaptive marketing that feels seamless and intuitive. This will go beyond targeted ads to create fully immersive experiences tailored to individual behaviors and preferences. Additionally, the integration of AR and VR will be key to blurring the lines between physical and digital realms, making these tools indispensable for storytelling and customer engagement.
Sustainability will also become a core focus. As consumers demand greater accountability, brands will need to embed environmental consciousness into every facet of their strategy. This isn’t just a moral imperative—it will be a business necessity to maintain relevance and trust. Finally, as privacy concerns grow, brands must prioritize transparency in data practices while still delivering impactful, personalized experiences. This balancing act will be critical for maintaining consumer confidence.
The future of marketing will belong to those who can merge the creative with the analytical, using cutting-edge tools while staying deeply attuned to the human element. It’s about building trust, delivering value, and creating meaningful connections in a rapidly evolving landscape. I believe these shifts will require marketers to become more adaptable and technologically proficient while maintaining authentic human connections.
New York Art Life: We’re definitely looking forward to seeing these changes unfold, but even more so, we’re excited to see what you’ll accomplish in the future. Thank you for taking the time to share your insights with us, Katrina!
Katrina Yap: The pleasure is mine—thank you so much for having me!
As New York Art Life’s interview with Katrina comes to a close, it’s clear that her journey through the marketing world is a masterclass in evolving brand strategy in an increasingly interconnected era. Her knack for navigating both traditional luxury markets and contemporary digital worlds shows the agility that’s essential for modern marketing leadership. With an extraordinary ability to make authentic connections that resonate with diverse audiences, she constantly redefines what’s possible in the marketing field.
Furthermore, Katrina’s visionary approach highlights the delicate balance between tradition and innovation, exclusivity and accessibility, and brand heritage and modern relevance. In the marketing industry, adaptation is key. Indeed, she stands as a symbol of creative innovation and genuine storytelling. Katrina Yap isn’t just a Marketing Strategist—she’s a trailblazer, continuously reshaping the future of marketing with every bold, forward-thinking step she takes. We can’t wait to see what she achieves next.
Read Also:
Onsirin Buranupakorn: Sustainable Luxury in New York Fashion
NYC’s First All-Electric Skyscraper Features Grow Room
Spotlight on Laura Pena: Marketing Specialist to Bring Your Brand Success
