Linda Mason is a former runway model. She transitioned to runway makeup artist famous for her creative use of color. She was at the forefront of the movement in the late 1970's that transitioned runway shows from a marketplace to a theatrical performance. From Jean-Paul Gaultier to Lancome she has worked with the biggest names in fashion and beauty.

NY Shine worked with Linda Mason to define her brand proposition and product strategy for the Art of Beauty make up line. This included event and PR strategy.

During my 8 years at Red Bull I worked across: brand strategy; innovation; category management; experiential activation; internal culture strategy; trade marketing; culture insights.

The highlight was leading market entry strategy on the NPD team for Red Bull Sugar Free and working with the Innovation Team on implementing Red Bull’s experiential strategy with music festivals such as Glastonbury and Live Nation events.

The result was 8 years of incremental growth across the UK market.

COOP builds brands across real estate. hospitality, health and wellness, and financial services. Collaborating on Genius Rx was an opportunity to apply over 10 years of knowledge and expertise around consumer goods and direct-to-consumer marketing, to this private equity-led, online pharmacy start-up.

This project involved conducting qualitative and quantitative research and synthesizing all insights to understand cultural shifts in attitude towards online pharmacies and the multiple layers comprised in healthcare insurance. A brand platform was built, verbal and visual identity established and a marketing roadmap was delivered.