Film & Entertainment Marketing
I Build the Strategy Behind Campaigns People Remember
Turning creative vision into audience demand, commercial impact and cultural relevance.
From Bond(s) to Pharrell. From No.10 Downing Street to the studios of LA. A decade of film and entertainment marketing at the level where brand, culture, and commercial strategy converge. Piece by piece.
Film
doesn't
market
itself.
Someone
has to
make the
world
feel it.
As Global Brand Partnerships Manager at VisitBritain and VisitEngland, I led film and entertainment marketing at the intersection of national tourism and global franchises including Bond, Kingsman and King Arthur. Separately, I led global campaign delivery on Pharrell Williams’ Piece by Piece.
This wasn't PR support or co-branding decoration. It was strategic partnership marketing at the highest level: developing multi-channel campaign strategies, presenting to C-suite and government stakeholders for sign-off, locking in production studios, managing talent teams, directing agencies across multiple markets, and attending global partner planning meetings in LA as the organisation's senior representative.
Plans approved by No.10 Downing Street. Campaigns signed off by Daniel Craig. An influencer programme that set a new benchmark for the Bond franchise. Delivering on show runner’s vision. An award-winning partnership with Expedia. A PR and comms strategy rolled out nationally by the studio, the tourism board, and every regional partner simultaneously.
Projects
Piece by Piece
The bridge between a filmmaker's vision and the world. Bringing nuanced messages to diverse audiences and new stories to the mainstream. Webby Award Winning.
Global Campaign Lead: Strategy, Retail, Partnerships, PR, Content & Activations · London · Paris · LA · NYC · Chengdu
Universal Pictures, Focus Features.
Pharrell Williams and director Morgan Neville had a vision. My job was to make sure the world experienced it exactly as they intended across every market, every partner, every platform, every moment of the campaign simultaneously.
I was the lead on this project. I acted as the bridge between all key partners: Pharrell and his team, the directors, The LEGO Group, global brand partners, agencies in four countries, and the talent and influencer ecosystems across multiple markets. I devised the global strategy, ensured consistency of narrative across both mainstream and niche audiences, and managed execution, content delivery, talent inclusion, brand scheduling, agency oversight worldwide.
Four major cultural moments anchored the campaign: Chengdu, Los Angeles, Paris, and London. Each one was a fully produced activation: experiential, screenings, non profit activation, influencer programme, and gifting — all managed simultaneously across different time zones, different agencies, different cultural contexts. The in market activations, where I worked directly with Pharrell and the directors, became the creative cornerstone of the global rollout. The Chengdu activation has since won awards. The campaign set a new standard for how a documentary film can live in culture before, during, and after its release. And in retail.
A big part of making it work was cultural translation. Not just adapting things for different markets, but making sure the intent stayed intact while still feeling native wherever it showed up. Pharrell and Morgan Neville had a very clear emotional and creative direction, my job was to protect that, but also make sure it actually landed in real culture, not just on paper. That meant knowing what would resonate, what would feel off, and what needed to shift depending on the audience or platform. It only worked because the work wasn’t done from a distance, it was rooted in culture from the start, not bolted on afterwards.
No Time To Die
The biggest influencer campaign in Bond franchise history. Working with 25 influencers from across the globe - celebrating 25 years of the Bond franchise.
Global Brand & Partner Marketing Lead · VisitBritain / VisitEngland
144 markets
Universal Pictures, EON Productions
Daniel Craig's final Bond film. The franchise's most globally visible release. And the brief that required me to operate at every level simultaneously, from studio planning meetings in LA to influencer gifting programmes distributed worldwide.
I led the influencer campaign strategy end-to-end: the largest the franchise had ever produced, focused on the adventure and travel narrative that connected the film to VisitBritain's brand purpose. I developed the partnership frameworks for GoPro, Berry Bro’s, Aston Martin, and JLR - crafting the gifting programmes, influencer packages, and brand integration that made each feel like a natural part of the Bond world rather than a logo on a poster. I worked directly with the film studios on all creative approvals, developed the TVC strategy, and attended partner planning meetings in LA as VisitBritain's senior representative, in the room with global brand partners and the production teams.
Paddington
When Britain's most beloved bear became the face of modern tourism. Focusing on themes of inclusion, belonging and travel. Partnership innovation on limited budgets.
Partner Marketing & Government liason · VisitBritain / VisitEngland
Focus Features, Premiere Comms
The brief wasn't simply to promote a film. It was to use one of Britain's most iconic characters to inspire people to rediscover the country, creating a campaign that delivered value for the studio, VisitBritain and audiences alike, all on a modest budget.
I led the partnership strategy between VisitBritain and the studio, developing an integrated campaign that celebrated Paddington as both a cultural icon and an invitation to explore Britain. Working closely with studio partners, I shaped campaign concepts, promotional mechanics and co-branded marketing that amplified the film while supporting VisitBritain's tourism objectives.
Despite limited budgets, we created a 360° partnership campaign, including consumer promotions, sweepstakes, digital content and experiential activations. I also collaborated with Visit London on the city-wide Paddington Bear Trail, extending the campaign beyond traditional marketing into a destination experience that encouraged audiences to engage with Britain's stories in the real world.
The result was a partnership that demonstrated how entertainment IP can become a powerful platform for destination marketing, creating cultural relevance, tourism engagement and value far beyond paid media.
SPECTRE
When Bond's licence to operate became a platform for national tourism, with No.10 in the room.
Global Partner Marketing & Brand Strategy Lead · VisitBritain / VisitEngland. Partnerships, PR, Content & Activations · Live in 144 markets
SONY Pictures, EON, Colombia Pictures
The brief wasn't to make a Bond ad. It was to use one of the world's most powerful entertainment franchises to drive national tourism awareness in a way that felt completely native to the Bond world, and then get the British government to co-sign it.
I developed the brand and partner marketing strategy, presenting the concept to C-suite and up through government to No.10 Downing Street and the Cabinet Office for approval. The campaign turned the VisitBritain brief on its head: rather than attaching the brand to the Bond film, we embedded the Bond franchise's cultural status into a government-backed national awareness campaign. Plans signed off by Daniel Craig and the studios.
“Cecelia’s attention to detail and commitment to quality truly stood out. Thank you for managing so many elements with a smile.”
— 20th Century FoxKing Arthur Legend of The Sword
Turning a fantasy epic into a real-world adventure. Cultural storytelling & influencer strategy.
Partner and Campaign Marketing · Multi-stakeholder leadership
Warner Bros.
The opportunity wasn't to market another fantasy epic. It was to showcase Britain's extraordinary landscapes through a modern retelling of one of its oldest legends, reaching audiences who would never normally engage with tourism marketing.
Working alongside Warner Bros. and Guy Ritchie's team, I developed a campaign that repositioned the film's spectacular locations as destinations in their own right. From the dramatic peaks of Snowdonia to the ancient Forest of Dean, the Wye Valley and the Isle of Skye, we built a narrative that invited audiences to step into the world behind the film.
Rather than relying on traditional destination marketing, I championed a culturally led, influencer-first approach designed to resonate with Guy Ritchie's fanbase, people drawn to adventure, heritage and cinematic storytelling rather than conventional travel campaigns. By bringing together partners across tourism, media and industry, we extended the campaign well beyond the film's release, creating a richer story around Britain's landscapes and legends.
The result was a fresh approach to destination marketing that proved film tourism could be driven by culture, personality and storytelling, not just beautiful scenery.
Kingsman: The Golden Circle
Turning a fantasy epic into a real-world adventure. New audience acquisition & digital-first partnerships,
Partner and Campaign Marketing · Multi-stakeholder leadership
20th Century Fox
The challenge wasn't simply to promote a blockbuster. It was to use the swagger and irreverence of the Kingsman franchise to introduce Britain to a younger, predominantly US audience who weren't traditional visitors or traditional tourism consumers.
Working with 20th Century Fox and brand partners including Expedia, I helped shape an integrated campaign that leaned into the film's playful tone rather than conventional destination marketing. We created original digital content, a bespoke web series, partner promotions and a national sweepstakes, giving fans the chance to experience Britain through the world of Kingsman, culminating in a VIP premiere experience in London's Leicester Square.
The campaign blended entertainment, travel and cultural storytelling, reaching audiences where they were already spending their time and giving them a reason to see Britain through a completely different lens. It proved that tourism marketing could be bold, cinematic and genuinely entertaining.
The campaign went on to receive industry recognition, demonstrating the power of strategic partnerships to drive awareness and inspire a new generation of travellers.
“The best entertainment marketing doesn't feel like marketing. It feels like the world leaning in.”
— Cecelia AdjeiMary Poppins Returns
Bringing a timeless British icon back to centre stage.Brand alignment, family audiences & heritage storytelling
Partner and Campaign Marketing · Multi-stakeholder leadership
Disney
Disney is famously protective of its characters and storytelling. Working across both organisations, I managed the partnership from strategy through to execution, balancing Disney's creative standards with VisitBritain's destination marketing objectives. The campaign itself was intentionally simple, a social-first activation designed to celebrate Britain's charm, but delivering it required aligning multiple stakeholders behind one shared vision.
It was a reminder that successful partnerships aren't built on logos or licences. They're built on trust, collaboration and finding the story that works for everyone.
