One Sotheby’s names SVP of marketing

UPDATED, March 5, 1:26 p.m.: Sotheby’s International Realty’s vice president of global marketing joined the brokerage network’s Miami franchise.

Isadora Badi was hired at One Sotheby’s International Realty as senior vice president of marketing. Badi, who has nearly 20 years of franchise and marketing experience, will lead the company’s marketing program.

Badi said she and her family relocated to the Miami area from New Jersey about three months ago. She reached out to Mayi de la Vega, CEO of One Sotheby’s, to meet for coffee. “Call me lucky,” Badi said, adding that the timing worked out.

One Sotheby’s will be rolling out a new website and recently launched tools that include a virtual assistant for agents, and StudioOne, which will allow agents to create ads, social media graphics and more in minutes.

The Sotheby’s franchise, led by Mayi and her son Daniel de la Vega, has been expanding in South Florida. In November, it acquired the 100-agent Treasure Coast Sotheby’s, active in the Vero Beach and Melbourne markets, and in February, it closed on the 17-agent Duek Realty, a boutique firm that focused on Brazilian buyers.

At the Madison, New Jersey-based Sotheby’s, Badi led digital-first programs geared toward reaching younger buyers, working closely with Philip White, president and CEO. She also led marketing programs alongside the Sotheby’s auction house, for new developments, and created partnerships around the world.

“One of the jobs I’m most proud of in my career was really the research I led that took us to connect with the traditionally affluent [market] but also the emerging affluent,” she said.

Before Sotheby’s, Badi spent nearly nine years working for Wyndham Hotel Group.

An earlier version of this story misstated Badi’s previous title.