Sands was responsible for a number of high-profile marketing campaigns at Christie’s during his four-year tenure including for the auction of Leonardo da Vinci’s Salvatore Mundi and the Rockefeller collection.
Sands joins Bonhams as chief marketing officer in London and will be responsible for marketing, communications, events and customer services.
He has more than 20 years’ experience in the marketing industry including at the Tate and the Guardian Media Group.
Bruno Vinciguerra, Bonhams executive chairman, said: “It is a privilege to welcome Marc to Bonhams. His track record in transforming brands is extraordinary – and his experience in the auction business, in particular, will be of enormous importance. We are very excited to work with Marc in this new phase of Bonhams’ history.”
Sands said: “I feel with the new owners, Epiris, there is enormous potential for growth in its digital offering and I look forward to working with my colleagues to project Bonhams’ bespoke approach to a broader client base throughout the world.”