Nicole Masters

Strategy Partner , Mindshare

Nicole has spent more than 2 decades thinking about customers, from all angles. She has worked in strategy roles on both client and agency side, in global network agencies and on blue chip clients, such as Sainsbury's with Jamie Oliver and British Gas where she was instrumental in the creation of the Hive brand. She has also had experience at the tech start-up coalface in a small team developing Kidslox, a parental control app. During her 2 years working in the non-profit sector for Comic Relief she raised over £38M for charity. She led the team that built an app in 3 months that was the backbone of the public interaction with Sport Relief. Prior to her move to Mindshare she worked on Ford and as Communications Director at GambleAware. Currently she is enjoying the creative opportunities of the media landscape and is bringing her own brand of consumer thinking to her new role for clients such as M&S.