EXCLUSIVE: Tracey Lincoln has been appointed to the role of Vice President, Community and Brand Partnerships at Ron Howard and Brian Grazer’s Imagine Entertainment.
Lincoln joins from Beyoncé Knowles-Carter’s Parkwood Entertainment, where she led social strategy and execution as Director, Social Media Strategy. In her new role, she will spearhead social strategy across Imagine’s upcoming releases and library, creating original short-form content, working with social creators to develop long-form projects, and expanding brand partnerships.
Her hiring comes as Imagine continues to build considerable momentum in brand-driven entertainment that has produced award-winning short-form, long-form, scripted and unscripted entertainment with brands such as Coca-Cola, Nike, Proctor & Gamble, Ford, Major League Baseball and a recently announced partnership with LVMH.
“We are thrilled to welcome Tracey Lincoln to our team,” stated Marc Gilbar, President of Imagine Brands. “Storytelling on social platforms will only continue to grow, and Tracey’s extensive experience building direct relationships with audiences outside of traditional film and TV will be a huge asset for Imagine going forward.”
Added Lincoln, “In today’s ever-evolving media landscape of social platforms, streamers, networks, and digital service providers, it’s not enough to just make content, but to build and engage audiences and brand communities that will help strengthen our relationship. For decades, Imagine’s stories have pulled me in and provided perspective, and it’s clear they have always cared about who was on the other side of the screen.” She went on to observe that “creators don’t just influence, they teach and narrate. Platforms don’t just amplify, they build worlds. Content has always been king in this town, and we’ve entered the era where Community is Queen.”
While at Parkwood, Lincoln produced several projects in support of Beyoncé’s Renaissance album and world tour, including the viral fan-first social media activation for the chart-topping hit single “Break My Soul” and “Cuff It.” Prior to her time there, she led Social and Digital campaigns for companies including FX and Hulu, during her time at the former, producing connective social stories for shows like Atlanta and American Horror Stories, giving audiences exclusive looks into the stories they loved. At Hulu, she led brand social content strategies and engagement for Hulu Originals such as Little Fires Everywhere, Bad Hair, kid90, Ramy, and content hubs like FX on Hulu.
Previously, Lincoln has also worked at companies like Google and Paramount, where her contributions garnered numerous accolades, including several Shorty and Clio Awards.
Last month, Imagine brought in Amblin alum Jeb Brody to serve as President of Imagine Features. He took over from Karen Lunder, who has become a full-time producer for the company.