Designed and embedded the foundations of an AI-enabled studio operating model to scale creative delivery across a multi-brand portfolio.

Role
Studio Manager | Creative Operations Lead
Led creative operations, delivery governance and stakeholder alignment across Whitbread’s brand, marketing, CRM and digital teams.

Challenge
Rapid growth in demand across BAU, campaigns and brand initiatives exposed a lack of structured briefing, workflow, prioritisation and governance.

This limited visibility, slowed delivery and created inconsistency across a complex, multi-brand portfolio.

Approach
Designed and implemented an end-to-end Creative Operating Model, establishing a scalable delivery system across:

• intake and briefing frameworks
• workflow and project tracking
• resource planning and prioritisation
• governance and ownership
• stakeholder alignment across teams

Positioned creative delivery as a structured, repeatable system supporting both campaign and digital execution.

Delivery
• Introduced structured briefing to define scope, timelines and ownership
• Implemented workflow systems to improve visibility and tracking
• Established resource planning aligned to demand
• Developed governance frameworks to ensure consistency and control

Scale
• Embedded cross-brand adoption across marketing, CRM and digital teams
• Enabled multi-channel delivery pipelines across BAU and campaigns
• Established shared ownership and improved delivery visibility
• Delivered stakeholder education to embed ways of working
• Built supporting infrastructure including SharePoint knowledge hub and asset systems

Impact
Transformed the studio into a structured, scalable delivery function supporting consistent execution across Whitbread’s portfolio.

• Increased output by 50%
• Reduced time to market by 25%
• Improved visibility, prioritisation and stakeholder alignment
• Positioned creative as a strategic business enabler
• Established foundations for AI-enabled workflows to accelerate speed, scale and efficiency