Designed and embedded an AI-enabled studio operating model to scale creative output across a multi-brand portfolio.

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

Challenge
Growing demand across BAU, campaigns, and brand initiatives exposed a lack of structured briefing, workflow tracking, and resource prioritisation – limiting visibility, slowing turnaround times, and creating inconsistencies across a complex, multi-brand portfolio.

Approach
Designed and implemented an end-to-end Creative Operating Model, shifting the studio from a reactive service to a structured, repeatable system – with scalable frameworks for intake, resource planning, and cross-team alignment across both high-level campaigns and daily digital execution.

Delivery
• Introduced standardised briefing protocols and governance frameworks to define scope, establish ownership, and ensure brand consistency.
• Built centralised workflow systems and infrastructure, including a SharePoint knowledge hub, to improve pipeline visibility.
• Established dynamic resource planning to support multi-channel production across BAU and major campaigns.
• Embedded the operating model across marketing, CRM, and digital teams, equipping stakeholders to champion new ways of working.

Impact
• Increased creative output by 50%.
• Reduced time-to-market by 25%.
• Improved project visibility, prioritisation, and cross-functional alignment.
• Repositioned the creative team as a strategic business enabler.
• Laid the groundwork for AI-enabled workflows to accelerate speed, scale, and efficiency.