Lionsgate Appoints Twitter Vet Briana McElroy Head of Digital Marketing

Twitter and Warner Bros. marketing executive Briana McElroy has been named head of worldwide digital marketing for the Lionsgate Motion Picture Group.

She will report to J.P. Richards and Keri Moore, president and co-president of marketing for the Lionsgate Motion Picture Group.

Briana McElroy

McElroy has more than a decade of experience driving digital strategy, creative, and first-to-market campaigns in the entertainment space. She will be tasked with augmenting the work that Lionsgate has already been doing in social, talent plus influencer strategy, digital partnerships and 360 campaigns.    

She will immediately begin leading the digital team, shaping campaigns and working cross-functionally across the marketing team at Lionsgate on a slate that includes John Wick: Chapter 4, starring Keanu Reeves; The Hunger Games: The Ballad of Songbirds and Snakes, the prequel to the studio’s blockbuster box office franchise; a new continuation of the billion dollar “Saw” franchise, starring Tobin Bell;  Now You See Me 3, to be directed by Ruben Fleischer; Expendables 4; Ballerina, which expands the “John Wick” universe with a female-led action thriller starring Knives Out’s Ana de Armas; and the Graham King-produced, Antoine Fuqua-directed Michael Jackson event film starring 26-year-old Jafaar Jackson as the King of Pop.

“Having worked with Briana for many years, I have seen first-hand the passion, collaboration, and creativity she brings to everything she touches. She is also a thoughtful and caring human being, who harnesses that strength to connect with audiences in truly unique ways,” Richards said in a statement. “She has led a career defined by strength, perseverance, tenacity, and bravery; and we are very lucky to have her join our marketing team,”

“Having seen what the digital team at Lionsgate has grown and created, I am proud to be joining such a fun, daring and innovative group of digital marketers and look forward to hitting the ground running on the most promising and exciting film slate of the year,” McElroy said in a statement.

Prior to joining Lionsgate, McElroy was a client lead at Twitter, driving the company’s global partnerships with Warner Bros. Discovery and The Walt Disney Co. Before joining Twitter, she also served as director, digital marketing, at Warner Bros. Pictures, leading digital marketing campaigns for such films as Wonder Woman, Kong: Skull Island, Fantastic Beasts and Where to Find Them, Annabelle: Creation, Ocean’s 8, A Star Is Born and Pokémon Detective Pikachu

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