Invested in Excellence

Ownership & Results

Our commitment to elevating the world’s most prestigious golf destinations and luxury brands is fortified by our status as an Employee Ownership Trust (EOT).

This structure means every specialist you collaborate with is more than just an industry expert – they are a deeply invested partner in our business. By placing ownership directly into the hands of our people, we have fostered a culture of unwavering dedication, where client success is inextricably linked to our own.

For our clients, this translates into a rare calibre of service and continuity. Working with an employee-owned agency guarantees a level of personal accountability, stability, and passion that cannot be replicated elsewhere.

When you partner with LANDMARK, you are supported by a highly motivated collective that is committed to delivering extraordinary, long-lasting results.

Partners

Bringing together decades of specialist knowledge and proven sector expertise to shape and elevate the world’s leading golf destinations, businesses and luxury brands.

  • Gary Firkins Founder

    Gary has over 30 years’ experience working in media – and a lifetime’s experience in golf. A former deputy editor of Golf World magazine, Gary founded LANDMARK in 2003. He is hugely experienced in managing marketing and communications campaigns for global golf businesses, and was part of the Grayling/LANDMARK team that successfully managed international PR for The 2014 Ryder Cup at Gleneagles. Gary is a cousin of the late Bernard Hunt, an eight-time Ryder Cup player and Captain in 1973 and 1975.

  • John McKenzie CEO

    John has been with LANDMARK since 2008, and has 35 years’ experience of the specialist media industry and is a former managing director of Bauer Media, one of the world’s largest privately-owned media businesses, with media assets across the globe, reaching 200m customers in 14 countries. Prior to senior management roles and early in his career, he was associate editor of Today’s Golfer, the UK’s largest golf media brand. John continues to advise a host of market-leading golf businesses, resorts and brands. Among many successes, he has played a leading role in positioning Gleneagles in Scotland as the world’s #1 golf resort beyond US shores.

  • Manuela Whittaker Seymour Partner | Business Director

    Manuela is a highly trained PR professional and marketing campaign planner with a rich level of experience in B2B and technology markets. Manuela is French-educated and speaks fluent Spanish, French, English and Arabic. She consistently delivers impressive results for some of the world’s top golf destinations, including World Top 100 Resort, Heritage Resorts & Golf in Mauritius and Camiral in Spain, host venue of the 2031 Ryder Cup.

     

  • Michael Roberts Partner | Digital Director

    Michael brings over 15 years’ experience in the golf industry. A trusted advisor to LANDMARK’s client base, he leads multi-channel digital strategy and performance marketing campaigns that deepen brand engagement and drive sustainable growth across video, audio, and web ecosystems. He also spearheads the agency’s work with Syngenta and its global thought leadership campaign, Changing the Business of Golf, positioning the brand as an industry leader. He holds an MSc in International Management from the University of Exeter.

  • Sarah Gwynn Partner | Head of Media & Communications

    Sarah has built a vast network of global golf and lifestyle media contacts over the last 16 years. She was a senior press officer for the Ryder Cup, European Tour and IMG, and has proven expertise positioning world-class venues and brands through her ongoing direction of European Tour Destinations and Club Car.

  • Jelina Fernando Partner | Senior Account Director

    Jelina specialises in resort clients, earning high-value media coverage and leading campaigns for clients including Camiral, Gleneagles, Arabella Golf Resort Mallorca and Heritage Resorts & Golf. While studying for an MBA, Jelina played college golf in the USA, and worked at Medinah Country Club.

  • Julia Baker Partner | Account Director

    Julia joined LANDMARK in 2023 with a background in social media and brand marketing across the luxury, lifestyle and hospitality space. She specialises in B2C, working across resort and private member club accounts with a strong focus on organic social, visual marketing and relationship management, including negotiating and managing high-profile influencer and ambassador partnerships for clients.

  • Luc Affleck Partner | Account Manager

    Luc is a marketing professional with a strong business mindset, fluent in French and English and formally qualified in digital business, management and marketing.  Luc has worked on successful B2B campaigns for global brands including Syngenta, Club Car and European Tour Destinations, and plays a key role with French-speaking resort clients such as Terre Blanche.

  • Eddie Wurr Partner | Senior Account Executive

    Driven by a passion for impactful storytelling, Eddie joined LANDMARK in 2023 to work closely with our luxury resort and private club clients. He helps deliver tailored marketing campaigns that drive growth and identity, using a seamless blend of creative ideation, bespoke copywriting, digital strategies, and targeted media relations to ensure authentic audience connections.

  • Ellie Haughton Partner | Senior Account Executive

    Ellie joined LANDMARK after playing college golf in the USA while studying for her degree. She plays an integral role in delivering successful campaigns for leading resort clients, including Camiral and Heritage Resorts & Golf in Mauritius, as well as Perry Ellis Europe, where she delivers high-value media coverage and strengthens brand visibility across key markets.

  • Alex Rogerson Partner | Video Content Creator

    Alex is a professional videographer, creating high-level video content across drone, golf and lifestyle footage. He brings strong technical and creative skill to every project, editing content from interviews, podcasts, hero visuals and social media, delivering polished, footage that captures each client’s brand and story with precision.

Business History