the LEGO Group

Current: leading on the development of Culture Marketing Strategy + Implementation  

Global Culture Marketing projects at The LEGO GROUP 

As the strategic lead behind LEGO’s Over the Moon by Pharrell Williams campaign (award winning), I collaborated with global teams to redefine LEGO’s global cultural impact by bringing a fresh perspective to every market touchpoint. 

From Piece by Piece film integration, to activating seamless, multi-market launches across Europe, the U.S., and Asia - and everything in between, I transformed consumer insights into culturally resonant stories. 

My passion is in building brand narratives that resonate authentically across diverse markets, setting new standards in inclusive marketing that invite fresh audiences into the conversation.

A first for The LEGO Group.

Culture Marketing Specialist

ceceliaadjei.com

I don’t just build brands — I embed them into the cultural fabric.

As a Senior Brand Marketeer and Cultural Strategist and marketing director, I operate at the intersection of creativity, commerce, and culture — shaping the way brands engage with the world. I partner with forward-thinking businesses to ensure they don’t just enter new markets, but move within them with authenticity, impact, and resonance.

With deep-rooted expertise across global markets — particularly Africa and the diaspora — I lead strategy that is locally nuanced, globally informed, and culturally fluent.

From insight-led campaigns to high-impact creative direction and partnerships, I help brands unlock new audiences, drive cultural relevance, and lead with purpose in every market they touch.

What I bring:
- Cultural & consumer intelligence  
- Market expansion strategy (specialising in Africa)  
- Brand positioning & narrative building  
- Creative strategy & campaign development  
- Strategic partnerships & business growth  
- End-to-end project leadership 

Clients: FENTY BEAUTY, Spotify, YouTube, Black Star Line Festival, Merky, Global Citizen, FREE THE YOUTH Ghana, Boiler Room: Kenya & UK, Metallic Inc., Chivas Regal Nigeria, Foundervine: Barclays, Wray & Nephew, Lambeth Council, Career Ear, Daily Paper, Spotify Africa, YENDY Skin, Google, Cape Town Tourism, NayaByAfrica, JustJas, Freyda, Translate Culture, Sports Direct, Supa Network, Jamii, Trippin World.

Brand & Cultural Marketing Strategist

The Brand Conversationalists

BRAND CONVERSATIONALISTS is a boutique Africa-based agency passionate about representation, marketing and storytelling. We are a creative consultancy focusing on strategic support for brands entering & doing business in Africa.

We are storytellers, strategists and doers. Accra - London - Johannesburg

Co-Founder | Strategist 

Black Travel Alliance

Board Member - collaborating with my fellow board members to drive equality, excellence and diverse stories in travel.

The Black Travel Alliance aims to encourage, educate, equip and excel black travel professionals in education, media, and corporate positions.

ALLIANCE. ACCOUNTABILITY. AMPLIFICATION.

Board Member

VisitBritain & VisitEngland

Promoted to Global Brand Partnerships Manager, responsible for operations in 22 markets and acting as Govt. liaison (Cabinet Office and Government agencies: specialising in lifestyle and entertainment). Tasked to conceptualise, manage and develop the best marketing campaigns in tourism - successfully implemented strategic vision and drove impactful results. 

- Expertise in executing global strategies tailored to diverse market segments - attracting new audiences: Gen Z
- Established and nurtured relationships with lifestyle and entertainment brands spanning music, film and TV, tech, sports, and food & drink. Successfully explored new business opportunities, including collaborating with dynamic entities such as Boiler Room, Unilad, Ladbible, and Channel 4 Studios for a government organization. 
- Led the development of a cultural strategy for post-Covid-19 recovery. Created innovative plans to attract new audiences and tell diverse stories of Britain through partnerships with Premier League, No Time To Die (Bond movie), YouTube, Google, Netflix, and more. Experienced in budget management, team oversight, and driving best practices. 
- Collaborated closely with local destination marketing organizations (DMOs) to enhance campaigns.
- Accountable for communication and branding sign-off, overseeing agency and internal team delivery.

• Guest judge at the  British Youth Travel Awards 2019
Brands I worked with: Netflix, GREAT campaign, Cabinet Office, Buzzfeed, Channel 4, NFL, Aston Martin, JLR, Victoria Beckham, VICE, Unilad / Unilad Adventure, LADBible, Premier League, Expedia, Wimbledon, Disney, MG OMD, DMO’s across the country, eOn, Universal Pictures, National Trust, Rugby World Cup, Euros 2021, YouTube, Wego, Food 52, Facebook / Instagram, GoPro, Twitter, English Heritage, global influencers, Oliver Production.

Global Brand Partnerships & Campaigns Manager 

Marrying brands using data & insights - to create engaging content that cut through and won awards! 

•Developed and implemented the first global brand partnerships strategy
•Delivered disruptive digital campaigns with brands in the lifestyle space such as the Premier League, Wimbledon, UNILAD, 20th Century Fox, Warner Bros, Boiler Room, SuperSports, Premier League clubs, TV2,  Spotify, Ordnance Survey, Air Bnb, Expedia, British Airways
• Managing projects and teams across 22 markets 
• Identifying and exploring the need to work with influencers across activity, sharing this with the teams and onboarding talent
• Built out marketing processes, toolkits and best practices in collaboration with individual markets and then rolling them out globally

Interim Brand Partnerships Manager

Supporting the global brand proposition project: identified what makes VisitBritain unique and what the brand's promise is. My role included deciphering research and applying it to briefs to build documents for internal/ external use to engage partners, running brainstorms, get by in and additional resource.

Managing the Euro's 2016 GREAT Britain house activation in Paris. Coordinating the development of the creative concept which was music themed. Working with the team based in Paris and the Mairie De Paris to coordinate the on the ground operations.

Working with teams to deliver non-commercial partnerships across various markets. Rolling out global campaigns with international brands incl. Expedia Inc., Premier League, Facebook & Sony Pictures. In this integrated campaign management role, I planned and delivered short term customer and user campaigns and behaviour change programmes that are innovative and effective.

Senior Partner Marketing Executive

Marketing Executive

Commonwealth Secretariat

The Economic Policy Division is responsible for the spectrum of development policy conceptualisation, analysis, research, pointing ideas and global advocacy. 

I worked across the Small States and Climate financing teams (CFSS) - focusing on Africa and The Caribbean. My role involved leveraging my working with Senior management, Policy advisors and Minsters, conducting desk research and facilitating team requests. 
Applying strong analytical, organisation skills to management projects and coordinate international events.

Program Assistant, Economic Policy Division

VisitBritain

I worked across the Digital and Campaign partnerships teams in creating, planning and running campaigns across social media, online and out of home. Building and maintain relationships with stakeholders played an important part of my role. My experiences include: 

•	Campaign management 
•	Experience of working with a wide range of stakeholders from public to private sector partners including; Barclays Premier League, IMG,  P&O Ferries, easyJet and PBS America 
•	Digital Marketing - social media (Facebook, Twitter, Flickr, Pintrest) 
•	Editing website pages using CMS
•	Market research for implementation into campaigns

Marketing Intern

University of Surrey

• Managed a sub team of five people we prepared several events 
• Responsible for the preparation of online marketing and promotional materials
• Working with other businesses to enhance society profile 
• Independently designed and created the logo, uniform and merchandise
• Presenting to audiences– standing in last minute
• Primary contact- directing all correspondence regarding media negotiations 
• Conducting a post event analysis

Head of Events and Entertainment

Cultural Strategist | Africa | Brand storyteller & partnerships | TedXAccra Curator | Voiceover

I’m a Senior Brand Marketer with a passion for strategy and campaign development, focusing on culture and community. With over 10 years of experience working across industries like retail, entertainment, beauty, tech I specialise in creating integrated campaigns with measurable outcomes. 

I bring sharp strategy, expansive cultural insight, and original thinking to build standout brands! 

I thrive in turning data into action, helping teams and leaders—from communities to C-suite—harness make informed decisions. Whether through disruptive campaigns, strategic partnerships or community activations, I bring a multidimensional approach to every project.


Marketing | Creative Strategy | Campaigns | Partnerships | Curation | Brand Storytelling | Go To Market


More about me: www.ceceliaadjei.com

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