Becky Slater
Managing Director
Shine Partnerships
Becky Slater is a recognized expert in Partnerships and Promotional Marketing, known for creating bespoke, highly creative campaigns that have transformed the theatre, live entertainment, attractions, and ticketed experiences sectors over the last 20 years. She has built an unrivaled reputation for designing and executing innovative partnerships and experiential marketing strategies.
Becky's passion for creating memorable experiences began at the age of 15, when she set up a non-alcoholic bar for teenagers in her hometown in the North of England. This early venture sparked her love for marketing, and she moved to London as soon as she was able, determined to pursue her dream.
During a gap year, Becky worked for an organisation aimed at making science and engineering more accessible to young people. With the active involvement of Princess Anne as a Patron, Becky used her initiative to create a magazine, develop a database of young role models, and launch an award scheme. She also coordinated a traveling bus filled with engineering experiments that visited schools and educational groups across the country. This experience ignited her desire to create marketing campaigns that went beyond the ordinary and told compelling, impactful stories.
Determined to pursue a career in marketing, Becky switched her music degree to Business and Marketing, while continuing to study music as a secondary subject. After graduating with First Class Honors, she joined Dewynters, a leading advertising agency specializing in the arts and theatre. There, Becky quickly rose through the ranks, becoming an Associate Director heading up the Partnerships and Promotional Marketing department. Her creative campaigns won numerous awards and were instrumental in selling millions of tickets for her clients.
In 2015, seeking new challenges and the opportunity to work with a wider range of clients, Becky founded Shine Creative Solutions Ltd. Now celebrating its 10th anniversary, Shine has become renowned for its creativity, reach, and unique approach. The company has won additional awards for its work in London and across the UK.
With nearly two decades of experience, Becky has earned the trust of a diverse range of clients, from London's top West End producers to major attractions and international brands. Her portfolio includes working on iconic productions like Disney's Hercules and The Lion King, Tina: The Tina Turner Musical, ABBA Voyage, Mamma Mia!, and Moulin Rouge! The Musical. She has also worked with many leading attractions including Merlin (Madame Tussauds, Thorpe Park, Chessington, Legoland, and Warwick Castle) and major brands including Daikin Heat Pumps, Hamleys, Frameless Art Exhibition, Three Mobile, and Jon Bon Jovi.
Some of Becky’s most memorable campaigns include freezing Covent Garden to celebrate the opening of Frozen, Completely changing the customer experience for The London Eye under the temporary re-brand of ‘The View of Pure Imagination’ for Charlie and the Chocolate Factory, bringing back Smash Hits to showcase the song list for & Juliet, and renaming King's Cross Station "The Lion Kings Cross" for a complete station domination. She has also created a mini documentary for Come From Away in collaboration with National Geographic Traveller, bringing the story to life for a global audience.
Becky’s extensive network of corporate and third-party associates gives her a unique ability to forge partnerships that elevate the arts through exclusive, "money-can’t-buy" promotional and experiential marketing events. Her work seamlessly blends creativity, strategy, and high-impact results.
A master of storytelling, Becky excels in tailoring her approach to tell the right story in the right way to the right audience. In the fast-paced world of ticketed experiences, where expectations for quality, imagination, and delivery are high, Becky thrives under pressure, consistently delivering exceptional results.
