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Seb Carmichael-Brown at The Open


Working on behalf of Seven League and embedded as Head of Content for The R&A, Mark:

  • Reshaped social media strategy, introducing more graphics, more video content and consistent formats resulting in a 56% uplift in shared content on Facebook and 41% more impressions on Twitter year-on-year

  • Managed 12 agencies across PR, video production, social media, CRM and design; advising on content ideas, planning, storyboarding and execution

  • Introduced The Open’s first social media influencer, negotiated and secured talent free of charge which delivered over 500,000 impressions on Instagram

  • Oversaw agency CRM content in emails and push notifications as well as paid social

  • Introduced live streaming, creating innovative new content formats for sponsors

  • Improved video and content workflows, reshaping video output by introducing 1:1 and 9:16 formats with clear CTAs to drive awareness and ticket purchase consideration

  • Rewrote the tone of voice to make it more appealing to a younger audience

  • Planned, created and delivered all sponsor content – a 75% increase year-on-year

  • Became the UK’s first governing body to utilise Facebook Frames

  • Led ‘Name In Lights’ campaign which encouraged 5,000 attendees to send messages to players showcased on big screens across Royal Birkdale

  • Helped launch and promote The One Club; The R&A’s official digital membership helping drive 10,000 sign ups during the championship

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