He is the senior executive responsible for the Experience & Engagement division of the museum guiding teams responsible for visitor experience, marketing, brand & communication design, digital products, technology, and the museum’s collections, digitisation & digital preservation programs. After a recent $40m renewal as Australia’s national museum of screen culture, ACMI is now a multi-platform museum in the centre of Melbourne and also across the internet. Prior to ACMI, Seb led the digital renewal and transformation of the Cooper Hewitt Smithsonian Design Museum in New York (2011–15) and the Powerhouse Museum’s pioneering work in open access, mass collaboration and digital experience during the 2000s. His work has won awards from American Alliance of Museums, One Club, D&AD, Fast Company and Core77. He is an Adjunct Professor, School of Media and Communications, in the College of Design and Social Context at RMIT, and is an international advisory board member of Art Science Museum (Singapore), and a board member of National Communications Museum. He is an alumni of the Getty Leadership Institute, Salzburg Global Seminar, and UNSW. He also leads a parallel life in digital art, writing, and music.