Auction leaders Christie's and Sotheby's both announced on Tuesday the hiring of new chief marketing officers. Sotheby’s has lured MasterCard CMO Alfredo Gangotena while Christie’s has hired Marc Sands, director of media and audiences at the Tate.

Sands will begin his position at Christie's in 2014, in a role left vacant since 2011.

Gangotena was raised in France and once served served as the senior vice president and marketing director at Disneyland Paris. “He will be responsible for shaping and delivering Sotheby’s brand message globally — what we say through digital, advertising, catalogues, the press and philanthropy,” Sotheby’s COO Bruno Vinciguerra said in a statement.