Premier Inn | CRM Workflow Transformation
Designed and implemented a unified CRM delivery model to scale campaign execution across a multi-brand portfolio.
Role
Studio Manager | Creative Operations Lead
Led CRM delivery operations, workflow design and stakeholder alignment across Whitbread’s CRM programme.
Challenge
Increasing CRM demand and complexity exposed fragmented workflows between Studio and eCRM teams, limiting visibility, coordination and delivery reliability in a revenue-critical channel.
Approach
Designed a unified operating model connecting Studio and eCRM teams through:
• end-to-end workflow visibility
• clear ownership and accountability
• standardised processes and governance
• scalable delivery across BAU and peak trading
Delivery
• Built a centralised workflow system to manage the CRM delivery lifecycle
• Introduced structured intake, prioritisation and tracking frameworks
• Established governance checkpoints to improve consistency and control
• Integrated tools to align workflow, communication and resourcing
• Embedded adoption across 30+ stakeholders
Impact
Improved visibility, coordination and delivery reliability across CRM operations.
• Reduced rework and increased delivery confidence
• Enabled full visibility across campaign activity
• Established a repeatable, scalable delivery model supporting BAU and peak trading
CRM Workflow Landscape
End-to-end view of campaign delivery across the CRM lifecycle.
Ownership & Collaboration Framework
Defined roles, checkpoints and communication across teams.
Resource & Capacity Planning
Visibility of workload, timelines and delivery across campaigns.
Workflow & Collaboration Integration
Trello workflow embedded within Microsoft Teams to align delivery, communication and feedback.