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The Art of Sales

Day in the life of Lindsey Camell

Director, Retail Development, Universal Partnership & Licensing, Universal Pictures

Lindsey Camell Shines With A Unique Approach to Entertainment Promotions.



Lindsey works for the Universal Partnerships & Licensing team. One to two years before a movie releases, she and her department are already working on major deals with everyone from mass-market retailers and department stores to grocery accounts and high fashion boutiques. Taking a unique approach to Entertainment Promotions, the team’s goal is to understand a brand’s objectives in the entertainment space and develop strategic and creative partnerships to bring Universal’s Films to life in the retail space. The team serves as a one stop shop for brands, encompassing theatrical and DVD initiatives for Universal Pictures and Focus Features as well as long term Corporate Alliances.

Lindsey started as an assistant in 2006 and held that position for 2.5 years before moving up to a Coordinator role for another 2 years. She gives a lot of credit to her managers for being great mentors and introducing her to the world of promotions and partnerships. Next she rose again to her current position as a  manager for retail promotions, working on a small but effective team. Today she’s very involved in partner negotiations and creating programs that maximize licensing and retail efforts to drive awareness of the film properties.

Our department is unique in that we touch multiple sides of the business while working seamlessly together to create cohesive marketing statements around each property.

Recently she partnered Banana Republic with Anna Karenina for a film-inspired fashion line that was curated by Academy Award winning Costume Designer Jacqueline Durran. The program was supported by Banana Republic with window displays, in store elements, online, and through Publicity efforts.

Another favorite partnership was the exclusive HSN Snow White and the Huntsman Collection inspired by the movie. The program centered around a 24 hour live event featuring various “inspired by” products highlighted with film creative and content. In addition, the collection included HSN’s first collaboration with esteemed costumer designer and three-time Oscar winner Colleen Atwood, who dressed the talent in the film.

Lindsey has also worked on collaborations with Walmart, Toys ”R” Us, Whole Foods, Papyrus and Forever 21 to name just a few.

She loves the department because she feels supported and challenged. She also loves the sense of history and legacy associated with NBCUniversal. She enjoys travelling for work which takes about 30% of her time, getting to see different companies and their environments, meeting people all over the U.S..