Scaling CRM production to support high-frequency trading communications.

ROLE
Head of Studio | Creative Operations Lead
Responsible for creative operations, CRM delivery governance and stakeholder alignment across Brand, eCRM, Studio and agency teams.

CONTEXT
As email became a primary commercial channel post-pandemic, increasing personalisation and trading cadence placed significant pressure on campaign production. Each campaign required design, build, QA and approval across multiple stakeholders, creating delivery bottlenecks in a revenue-critical environment.

IDEA
Developed a modular CRM production framework aligning Brand, eCRM, Studio and agency teams within a unified operating model to scale campaign delivery while maintaining brand governance and performance standards.

SCOPE
Led the design and rollout of a modular email framework supporting trading, product and service communications, establishing shared standards for campaign assembly and delivery.

DELIVERY
Created a brand-approved component library enabling rapid campaign assembly without redesign.

Embedded governance checkpoints, specification standards and ownership clarity across internal teams and agency partner CACI.

Introduced a structured collaboration environment in Microsoft Teams and a centralised weekly campaign plan, improving coordination and providing real-time visibility across stakeholders.

IMPACT
Campaign output increased while production timelines and approval cycles reduced.

CRM evolved into a scalable operating model capable of supporting high-frequency trading activity with stronger governance, visibility and delivery confidence.