Mark Shields

Assisted in developing and implementing content plans to communicate URC brand narrative effectively.

Supported management of digital platforms to ensure community engagement on social media.

Helped maintain an aesthetically pleasing and fully functional website and app for URC brand.

• Business Development
• Key lead in pitch teams working on new business briefs ranging from multi-million global sponsorships to tactical campaigns. Recent wins include: HSBC - Tottenham Hotspurs, NEOM - Mercedes FE & Betfair - CONMEBOL Libertadores
• Develop proposals to sell into existing clients, expand project scope and increase revenue
• Digital Lead
• Head up the digital division and oversee the output of teams, ensuring we have the right resource, tools and partners in place to deliver great value across our client base
• Develop new revenue streams through productising new and existing digital capabilities to take to market e.g. CSM Engage and influencer marketing
• Client Work
• Betfair – CONMEBOL Libertadores
• Account lead activating Betfair’s CONMEBOL Libertadores partnership bringing their ‘Every Result Is Possible’ brand positioning to life, driving brand and partnership awareness
• Responsible for developing and delivering multi-channel campaigns including; episodical content series, bespoke TVC assets, fan engagement experiences (data acquisition) and campaign partners (content & PR)
• Award winning year 1 campaign which delivered; 50K FPD (lead generation), 60M impressions, 36M video views, 1M engagements and 400+ media articles
• Burnley F.C
• Developed the digital & content strategy for the club to grow their fan base, engage international audiences and drive commercial revenue (merchandise sales, ticket sales, OTT subscribers etc.)

• Land Rover – Rugby World Cup 2019
• Responsible for delivering all digital elements of the ‘It’s what makes rugby, rugby’ campaign working closely with partners and Land Rover’s media agency
• Oversaw the South Africa leg of the RWC Trophy Tour which involved managing production shoots and media appearances with high profile talent including; Siya Kolisi, Jean de Villiers & Bryan Habana
• Managed team of six on the ground in Japan during the tournament, ensuring effective campaign delivery across broadcast, in-stadia, hospitality, content, media & rights utilisation
• SportPesa – Multiple partnerships
• Responsible for managing a team of 10 to activate SportPesa’s partnership portfolio which included; Pro14, Arsenal, Everton, Southampton, Racing Point F1 & Tony Bellew
• Worked extensively in Africa to deliver world first events such as ‘Everton in Kenya’ as they became the first Premiership football team to play in Kenya
• MLB – London Series 2019
• Worked with MLB on the inaugural London Series featuring New York Yankees v Boston Red Sox to deliver the event marketing including: ticket sales, digital, content & communications

• Land Rover – British & Irish Lions Tour 2017
• Led the digital campaign for Land Rover during the Lions Tour to New Zealand
• Created and delivered an 8-episode content series called ‘Tracking the Lions’ which featured Land Rover ambassadors as well as players from the Lions squad
• Conceptualised in-game assets to integrate product into real-time social assets
• Land Rover reported a huge positive impact including, 6% rise in vehicle sales, 2.5% increase in vehicle test drives and 5% rise in vehicle brochure requests
• Adidas – Advocacy Programme
• Created and delivered a 2-day event programme for ‘adidas rugby insiders’ across the UK and France, aimed at developing young rugby influencers into authentic brand advocates
• Creation of a technical training programme, which involved management of 18 adidas ambassadors including, Ugo Monye, Maro Itoje, Ben Youngs and Manu Tuilagi
• Oversaw photography and videography teams to capture, produce and distribute over 200 pieces of content across owned and influencer platforms

• Land Rover – Rugby World Cup 2015; Worldwide Partner
• Responsible for the digital delivery of Land Rover’s RWC2015 sponsorship, worked with multiple agencies, agents, ambassadors and bloggers to amplify #WeDealInReal campaign
• Developed and implemented an in-game strategy based on the #WeDealInReal campaign which enabled Land Rover to own real-time during RWC2015
• Land Rover became the most loved and talked about sponsor at RWC2015, delivering 424K social interactions, 44M content views and gaining a reach of 130M

• HSBC - Sevens World Series; Title Sponsor
• Responsible for HSBC’s digital strategy and activation around their #BRINGYOURGAME campaign, the first time that social had been central to a rugby sevens campaign for HSBC
• Delivered campaign on the ground at key markets working with ambassadors and players
• HSBC Rugby Sevens #BRINGYOURGAME campaign secured a Silver Cannes Lions

• Ladbrokes
• Campaign planning, implementation and reporting of paid media – grew Facebook page from 10,000 to 200,000 fans at minimal cost to the client
• Briefed and trained freelancers on social strategy, campaign management and social tools
• Social Insights
• Worked on pitches requiring social insights support, new business wins included, McLaren Automotive, Barclays Wealth, Ladbrokes and EE