Delivered a website and integrated B2B campaign to strengthen proposition clarity and improve performance across key digital channels.

Role
Studio Manager | Creative Operations Lead
Led campaign delivery, stakeholder alignment and creative direction across B2B marketing channels, shaping audience strategy, messaging and execution.

Challenge
B2B communications lacked cohesion and cut-through, with fragmented, product-led messaging limiting engagement with SME and corporate audiences. Low awareness of Business Booker and Business Account tools meant the value of the proposition wasn't landing clearly, impacting consideration and conversion.

Approach
Reframed the challenge as a communication and conversion problem, shifting from feature-led messaging to benefit-led, audience-focused storytelling. Defined approximately 18 multi-channel audience personas to reflect the breadth of SME and corporate users, informing messaging, tone of voice and creative direction. From this, a clear messaging framework was developed, ensuring consistency across campaign, website and digital touchpoints.

Delivery
• Delivered the "Back to Work" integrated campaign across LinkedIn, Meta, display and web landing pages
• Developed a structured B2B campaign toolkit and messaging framework
• Defined audience segments and tailored messaging to improve relevance and engagement
• Shaped tone of voice and messaging, simplifying language and sharpening clarity of value
• Delivered website updates and landing experiences aligned to campaign messaging to support conversion
• Ensured alignment between proposition, creative and digital execution across all touchpoints

Impact
Delivered significant performance uplift across B2B channels.
• LinkedIn performance increased by 1,443% vs budget
• Meta performance increased by 59%
• Display performance increased by 92%

Improved engagement and sign-ups while establishing a clearer, more scalable B2B proposition across website and campaign.

Live site:
https://www.premierinn.com/gb/en/business.html