DMWF North America: Q&A with Alina Dolgolenko

By: Hannah Pinchbeck

August 19, 2019


#DMWF - Brand - Content Marketing - Customer Experience - Digital Marketing - Featured - Marketing Strategy - Popular - Social Marketing -

Alina Dolgolenko is Head of Social Media for Paddle8, the global leader in cultural e-commerce, where she helps lead social channels, influencer marketing, event coverage and content creation. 

During the tenure, Alina has focused on digital editorial strategy for key partnerships including Mr. Porter, Elton John Aids Foundation, Fast Company, PUMA, Teenage Cancer Trust, Warby Parker, Highsnobiety and more. Her contribution to the marketing team has resulted in a new paid media strategy, achieved platform verification and 101% month-to-month follower growth.

Alina will be taking a seat at the upcoming #DMWF North America in New York at the Brooklyn Expo Center on 11 – 12 September!

Alina will be pulling in her expertise and experience from working for top media brands including Tribeca Shortlist (Lionsgate x Tribeca Film) and Getty Images to share insights for panel ‘Video and Ephemeral Content – How brands should effectively story tell in a crowded environment’.

Ahead of the return to the big apple, #DMWF caught up with Alina to learn a bit more about her and what she’s most excited about for the upcoming event!

Hi Alina, we’re excited to have you joining us at #DMWF in September! We’re going to jump straight in with a big question; What digital marketing trend has impacted your campaigns the most in 2019?

In general, live content really has made waves in the past 3 years and it’s something that the art industry has really adopted as part of its digital storytelling practice –  the accessibility creates this experience with art, what’s going on behind the doors in real-time and has really broken down a lot of elevated barriers. Our event and auction coverage has really improved our relationship with our partners and of course, our followers, and has redefined how we operate.

Another big one, looking to the future of marketing; how do you feel digital marketing will change in the next 5/10 years?

Overall, rich lead profiling is only going to get more complex and granular. Social platforms are all already becoming one-stop-shops so it will be interesting to see how this continues to develop and how businesses will pivot to adopt these conversion funnels into their KPI’s. There are just so many competing powers at play. Lastly, with overall post interactions being vastly monitored –  what will these platforms introduce to keep their momentum and desirability moving forward? Influencer marketing is definitely on the cusp of a major shakeup. 

So, thinking about what is next; what is the next BIG thing for 2020 that marketers should be preparing for now?

Amazon, Google, and Facebook, oh my! More modified, personalized content and voice search capabilities. The marriage between technology and marketing has never been more in-sync and it is really automating the whole user experience.

Now, we cannot wait to hear your panel session at #DMWF North America on 11 September! What can our community learn from you at your session/panel at DMWF North America?

It’s all about effective storytelling in as little amount of time as possible. At Paddle8, we’re taking on and breaking down “art speak” and reinventing it to cater to a younger collector base while still managing to get all the key points across in a limited amount of time. 

We are super excited about our speaker line-up this year! Who else on our DMWF North America speaker line up are you looking forward to learning from?

I am so humbled to be among some of the biggest names in tech + commerce + marketing. I’m really looking forward to such a great networking and educational opportunity. I’ll stick to my lane and probably go with Jamie Kimmel (Instagram), Will Cady (Reddit), Kate Hamil (Facebook), Haim Vaturi (Twitter) –  always great to hear from the people behind the brands I work with on a daily level, and see how they operate and what trends they look for in their own professional environments.  I am also so excited to meet and speak to my fellow panellists, Mack Sovereign (WAVE) and Robert Monek (Disney).

Like a prize boxer, you are the undisputed heavyweight in your field. If you had a walk-in song, what would it be?

I have always wanted one! Sadly, ballerinas don’t get walk-in songs unless you count Tchaikovsky. Hate to be cliché but 7/11 by Beyoncé or Nice For What (shout out to Misty Copeland!) by Drake.

Thank you Alina! We look forward to seeing you for #DMWF on 11 – 12 September in New York

Learn more about Alina’s session, #DWMF North America and how you can get your ticket here.