Establishing a unified studio operating model to scale CRM delivery across Whitbread’s multi-brand portfolio.

ROLE
Head of Studio | Creative Operations Lead
Responsible for creative operations, delivery governance and stakeholder alignment across Whitbread’s CRM delivery programme.

CONTEXT
As CRM demand intensified, weekly trading emails became increasingly complex across a revenue-critical channel. Studio and eCRM teams collaborated across multiple contributors without a shared workflow, creating fragmented communication and delivery risk across a high-value programme.

IDEA
Designed a unified CRM operating model to connect Studio and eCRM teams through a single structured workflow, creating shared visibility across briefing, production and deployment.

SCOPE
Led the design and implementation of a unified workflow platform connecting Studio and eCRM teams across the full CRM production lifecycle, supporting BAU, trading and service communications.

DELIVERY
Developed a highly visual workflow system in Trello, introducing structured intake, defined ownership and real-time visibility across campaign workstreams.

Standardised ticket structures, prioritisation markers and governance checkpoints established a clear lifecycle from brief to deployment.

Integrated Microsoft Teams notifications and Float resource planning to connect workflow, communication and scheduling, while educating stakeholders on the new process to embed consistent collaboration across 30+ contributors.

IMPACT
Collaboration between Studio and eCRM became faster and more confident, improving delivery reliability and reducing rework.

The unified workflow created clear visibility across past, live and upcoming CRM activity, establishing a repeatable operating model that supported BAU, trading and peak activity while protecting commercial performance and brand standards.