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 and understanding of Business Booker and Business Account tools meant the value of the proposition was not 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 a set of multi-channel audience personas (c.18) to reflect the breadth of SME and corporate users, informing messaging, tone of voice and creative direction.

Developed a clear messaging framework aligned to audience needs, ensuring consistency across campaign, website and digital touchpoints.

Delivery
• Delivered “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 approach, simplifying language and improving 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 1443% vs budget
• Meta performance increased by 59%
• Display performance increased by 92%

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

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