Delivered a modular CRM delivery system to scale high-frequency, revenue-driving digital campaigns.

Role
Head of Studio | Creative Operations Lead
Led CRM delivery operations, governance and stakeholder alignment across Brand, eCRM, Studio and agency teams.

Challenge
As email became a core commercial channel, increased personalisation and trading cadence created pressure on production, with multiple stakeholders causing bottlenecks in a revenue-critical environment.

Approach
Designed a modular CRM delivery model aligning teams through:
• component-based production
• workflow and approval standardisation
• stakeholder governance
• scalable campaign assembly

Delivery
• Built a brand-approved component library enabling rapid campaign assembly
• Introduced governance checkpoints and clear ownership across teams and agency
• Centralised planning and collaboration to improve visibility and coordination
• Integrated CRM workflows with wider digital campaign delivery and scheduling

Impact
Scaled CRM delivery to support high-frequency trading campaigns.
• Increased campaign output 10x
• Reduced production timelines and approval cycles
• Established a scalable model with improved governance and delivery confidence

Delivered a structured discovery and briefing framework to strengthen strategic clarity, stakeholder alignment and creative delivery across a multi-brand portfolio.

Role
Head of Studio | Creative Operations Lead
Led briefing strategy, stakeholder alignment and creative intake governance across Brand, Marketing, Commercial and Studio teams.

Challenge
Inconsistent briefing quality was impacting delivery efficiency and creative effectiveness.

Briefs lacked clear objectives, audience insight and strategic context, leading to rework, extended feedback cycles and misalignment between business intent and creative execution.

Approach
Repositioned briefing as a critical part of the discovery phase, introducing a structured framework to define strategic direction before work entered production.

Aligned teams through:
• clear objectives and success measures
• audience insight and strategic context
• structured briefing and approval workflows
• early stakeholder alignment

Delivery
• Developed a standardised briefing framework defining objectives, insight and strategic direction
• Introduced approval checkpoints to improve clarity and reduce rework
• Delivered workshops focused on SMART objectives and strategic thinking
• Partnered with Abigail Dixon, Founder of The Whole Marketer, to support workshop delivery
• Embedded consistent ways of working across Brand, Marketing, Commercial and Studio teams

Impact
Improved clarity and alignment from the outset, strengthening the quality of creative output.

• Reduced revisions and feedback cycles
• Improved alignment between business objectives and creative execution
• Increased delivery efficiency and stakeholder confidence

Delivered a national brand rollout programme across digital platforms, CRM and estate environments.

Role
Head of Studio | Creative Operations Lead
Led delivery governance, rollout planning and stakeholder alignment across the brand repositioning.

Challenge
The “Rest Easy” platform redefined Premier Inn’s identity across a live estate and complex digital ecosystem, requiring coordinated rollout while phasing out legacy assets.

Approach
Positioned the repositioning as a delivery programme, designing a Creative Operations framework covering:
• rollout planning and sequencing
• asset migration and lifecycle management
• brand governance and consistency
• stakeholder alignment across teams and agencies

Delivery
• Delivered rollout roadmaps across digital and estate environments
• Migrated 150+ digital assets and 240+ print/POS communications
• Implemented brand architecture frameworks and governed asset libraries
• Introduced prioritisation models to sequence rollout across channels
• Aligned 30+ stakeholders and agency partners through structured workflows
• Managed rollout across website, CRM and campaign channels alongside physical environments

Impact
Delivered a coordinated national rollout across digital and physical environments while phasing out legacy messaging. Embedded the new identity as an operational foundation, enabling consistent, scalable brand delivery across the estate.

Delivered a structured operating model to enable scalable digital, campaign and brand delivery across Whitbread’s multi-brand portfolio.

Role
Head of Studio | Creative Operations Lead
Led the in-house studio, overseeing delivery systems, resource planning and campaign execution across multiple brands.

Challenge
Rapid growth in creative demand exposed a lack of structured briefing, workflow and resource planning, limiting visibility, prioritisation and consistent delivery at scale.

Approach
Designed and implemented a studio operating model covering:
• briefing and intake frameworks
• workflow and project management systems
• resource planning and prioritisation
• stakeholder collaboration and governance

Delivery
• Introduced structured briefing to define objectives and outputs
• Implemented workflow systems to improve visibility and tracking
• Established resource planning aligned to demand
• Developed governance frameworks to ensure consistency
• Strengthened cross-functional collaboration
• Introduced workflow systems supporting digital, CRM and campaign delivery pipelines

Impact
Transformed the studio into a structured, scalable in-house function, enabling consistent brand execution across Whitbread’s portfolio and supporting national campaigns and high-volume production.

Delivered a website and integrated B2B campaign to strengthen proposition clarity and improve performance across key digital channels.

Role
Head of Studio | Creative Operations Lead
Led campaign delivery, stakeholder alignment and creative production across B2B marketing channels.

Challenge
B2B communications lacked cohesion and cut-through, with fragmented, product-led messaging limiting engagement with SME and corporate audiences.

Approach
Reframed messaging around real business travel needs, aligning creative, media and commercial objectives across channels.

Delivery
• Delivered “Back to Work” campaign across LinkedIn, Meta, display and web
• Developed a structured B2B campaign toolkit and messaging framework
• Tailored messaging by audience segment to improve relevance
• Integrated creative, media and commercial objectives across channels
• Delivered website updates and landing experiences to support campaign messaging and improve conversion

Impact
Delivered significant performance uplift across B2B channels.
• LinkedIn performance increased by 1443% vs budget
• Meta performance increased by 59%
• Display performance increased by 92%

Improved engagement and strengthened proposition clarity for SME and corporate audiences.

Delivered a targeted B2B campaign and website journey to increase Business Booker sign-ups through a high-impact promotional offer.

Role
Head of Studio | Creative Operations Lead
Led campaign strategy, stakeholder alignment and delivery across digital channels and website experience.

Challenge
Business Booker required increased sign-ups to support growth across SME and corporate audiences.

Previous communications lacked cut-through, with an opportunity to introduce a more compelling proposition while ensuring the website effectively converted traffic.

Approach
Developed an insight-led understanding of audience behaviour and market dynamics to shape a more distinctive and compelling campaign direction.

This included:
• analysing audience needs and booking behaviours
• reviewing competitor positioning and B2B travel propositions
• researching high-performing promotions with strong creative cut-through
• identifying opportunities to increase urgency, value and visual impact

Delivery
• Developed a multi-channel campaign across LinkedIn, Meta, display and owned channels
• Shaped messaging and visual direction to maximise cut-through and clarity
• Created a structured messaging framework aligned to audience segments
• Delivered conversion-focused website landing pages
• Ensured alignment between campaign activity and website experience

Impact
Delivered a significant uplift in B2B engagement and sign-ups.

• Increased Business Booker registrations
• Improved performance across paid media channels
• Strengthened proposition clarity for SME and corporate audiences
• Created a scalable model for future B2B campaigns

Delivered an integrated multi-channel campaign across digital, CRM, web and paid media channels.

Role
Head of Studio | Creative Operations Lead
Led campaign delivery, cross-channel coordination and stakeholder alignment across internal teams and external agency partners.

Challenge
A high-value trading period required a campaign that could scale across multiple channels while maintaining consistency with the “A Great Place to Start” platform.

Approach
Positioned the campaign as a coordinated delivery programme, establishing:
• integrated planning across channels
• repeatable formats for scalable production
• alignment across brand, media, commercial teams and agencies

Delivery
• Delivered campaign across OOH, programmatic, eCRM, social and PR
• Developed repeatable formats to enable efficient scaling
• Orchestrated stakeholders and agency partners to ensure aligned, consistent execution

Impact
Delivered a consistent, high-performing campaign across channels during a key trading period.

• Improved YouGov scores for quality, value and purchase intent
• Maintained number-one market position in the hotel sector

Delivered a scalable social and digital content model integrated into the wider customer journey.

Role
Head of Studio | Creative Operations Lead
Led social delivery operations, governance and stakeholder alignment across internal teams and agency partners.

Challenge
Social delivery was fragmented with no structured in-house model, leading to inconsistent output and limited scalability as platform demand increased.

Approach
Established a centralised social delivery model aligned to the studio, focusing on:
• content planning and scheduling
• workflow and approval governance
• stakeholder and agency alignment
• scalable production across platforms

Delivery
• Implemented HeyOrca as a central workflow and approval platform
• Introduced structured content calendars and approval checkpoints
• Defined roles and ownership across teams and agency partner
• Integrated TikTok into the delivery model within brand guardrails
• Improved visibility, coordination and delivery consistency
• Integrated social content into website and CRM journeys to support conversion

Impact
Transformed social into a scalable, governed channel with improved delivery confidence.

• Reduced turnaround times and approval friction
• Increased stakeholder visibility and alignment
• Grew TikTok to 15,000+ followers in six months, including viral content
• Strengthened Instagram engagement and integration into the customer journey

Delivered a scalable photography framework supporting digital, CRM and campaign delivery across leisure and business audiences.

Role
Head of Studio | Creative Operations Lead
Led creative operations, asset governance and delivery across the brand photography programme.

Challenge
Following the launch of the “Rest Easy” platform, existing imagery no longer reflected the updated brand tone, inclusivity standards or evolving customer journey.

Business travellers generated ~50% of revenue, yet the asset library lacked dedicated imagery for this core audience. A structured, scalable approach to asset creation was required.

Approach
Led the development and implementation of a photography framework covering:
• narrative frameworks aligned to leisure and business journeys
• asset planning mapped to channel requirements
• inclusive casting standards and on-set governance
• post-production workflows and asset management
• long-term asset reuse and scalability

Delivery
• Defined narrative frameworks for leisure and business audiences across key channels
• Delivered a structured production programme with Leo Burnett, LAW Creative and photographer Kerry Harrison
• Introduced inclusive casting standards and live on-set review to ensure brand alignment
• Implemented post-production workflows including tagging and asset governance
• Built a scalable image library designed for reuse across marketing, CRM and operational channels
• Structured assets for use across website, CRM and digital campaigns

Impact
Delivered a structured, scalable photography system aligned to the “Rest Easy” platform, improving consistency across audiences and channels.

Enabled more efficient asset deployment across marketing, CRM and commercial communications while reducing future production dependency.

Delivered a scalable product and brand architecture across digital platforms, retail and marketing channels.

Role
Head of Studio | Creative Operations Lead
Led product and brand delivery, governance and stakeholder alignment across the programme.

Challenge
The next-generation Premier Inn bed required a scalable naming and brand structure to support future iterations, partnerships and retail expansion without diluting brand equity.

Approach
Positioned the bed as a masterbrand asset, developing a structured product architecture to support both hotel and retail environments.

Delivery
• Developed a modular naming framework to support product evolution
• Established partnership and usage guidelines across channels
• Enabled consistent implementation across retail, marketing and digital platforms
• Aligned execution across website, CRM and retail touchpoints for a unified customer experience

Impact
Delivered a scalable product and brand platform supporting commercial growth.
• Increased mattress sales by 500%
• Enabled expansion of the hotel-to-home retail range
• Reinforced Premier Inn’s core comfort proposition

Delivered a digital and social campaign with supporting website integration to drive awareness and conversion of the Hussle partnership.

Role
Head of Studio | Creative Operations Lead
Led campaign delivery, stakeholder alignment and integration of the Hussle partnership across digital and social channels.

Challenge
Premier Inn’s estate does not include gyms, pools or spa facilities, limiting appeal for guests seeking wellness-focused stays.

The Hussle partnership introduced a flexible, pay-as-you-go gym solution, but required clear communication and integration into the guest experience to drive awareness and adoption.

Approach
Positioned the partnership as a value-enhancing extension of the Premier Inn offer, designing a campaign framework that connected brand messaging with real guest behaviours and seasonal wellness moments.

Delivery
• Developed a multi-channel campaign across social and digital platforms to introduce the Hussle partnership
• Created a structured content rollout including ‘soft launch’ communications and influencer-led storytelling
• Built a dedicated ancillary landing page to support conversion and guest engagement
• Introduced a two-day guest pass to drive trial and embed the partnership within the customer journey
• Aligned messaging with key seasonal moments (January, pre-summer, post-summer) to maximise relevance and engagement

Impact
Delivered a 17.6% uplift in conversion from the ancillary partnership page.

Strengthened Premier Inn’s wellbeing proposition and introduced a scalable partnership model to support future ancillary growth.

Delivered an integrated campaign to reposition Premier Inn as a more emotionally connected travel brand.

Role
Head of Studio | Creative Operations Lead
Led campaign delivery, governance and stakeholder alignment across the full lifecycle.

Challenge
Despite strong awareness, Premier Inn remained positioned as a price-led brand. The shift to a more emotionally resonant platform required coordinated delivery across channels, teams and partners.

Approach
Partnered with Lucky Generals to deliver the “A Great Place to Start” platform, aligning:
• cross-channel campaign planning
• stakeholder and agency coordination
• timelines, approvals and workflows
• consistent execution across all touchpoints

Delivery
• Managed end-to-end rollout across ATL, TTL, CRM and digital channels
• Coordinated internal teams and agency partners to maintain alignment
• Established clear timelines, approvals and delivery workflows
• Ensured consistent execution across all environments

Impact
Delivered a successful shift from price-led positioning to a more emotionally connected brand.

• Revenue increased by 21%
• CRM bookings increased by 35%
• Engagement increased by 15.5%

Scaled creative delivery across a multi-brand portfolio through a unified operating model.

Role
Head of Studio | Creative Operations Lead
Led creative operations, delivery governance and stakeholder alignment across Whitbread’s brands.

Challenge
As the studio expanded across multiple brands, demand increased across BAU, campaigns and brand initiatives, with limited visibility, prioritisation and governance.

Approach
Designed and implemented a unified Creative Operating Model covering:
• intake and briefing frameworks
• prioritisation and resource planning
• workflow and delivery tracking
• governance and ownership

Delivery
• Introduced structured workflows and prioritisation across brands
• Embedded governance checkpoints to improve consistency and control
• Established shared ownership and delivery visibility
• Delivered stakeholder education to embed the model
• Improved coordination across marketing, brand, CRM and digital delivery teams

Impact
Scaled creative delivery across Whitbread’s multi-brand portfolio.
• Increased output by 50%
• Reduced time to market by 25%
• Positioned the studio as a structured, strategic delivery function

Designed and implemented a unified CRM delivery model to scale campaign execution across a multi-brand portfolio.

Role
Head of Studio | 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

Translated the “Rest Easy” brand platform into a comprehensive identity system to enable consistent application across the business.

Role
Head of Studio | Creative Operations Lead
Led development and rollout of brand identity frameworks, guidelines and adoption across teams and partners.

Challenge
The launch of the “Rest Easy” platform required a complete evolution of Premier Inn’s visual identity and tone of voice, with no unified system to support consistent application across channels and teams.

Approach
Developed a structured brand identity framework to define and standardise how the brand is expressed, covering:
• visual identity principles and design systems
• tone of voice and messaging architecture
• typography, colour and photographic direction
• guidance for multi-channel application

Delivery
• Created a comprehensive brand guidelines system aligned to the new platform
• Defined core identity components including typography, colour, imagery and tone of voice
• Developed practical guidance for use across campaigns, digital and operational environments
• Enabled teams and agencies to apply the brand consistently across touchpoints

Impact
Established a clear and unified brand identity following the repositioning.
• Improved consistency and clarity across all brand communications
• Enabled scalable application across campaigns and environments
• Strengthened understanding of brand purpose, personality and expression across the business

Implemented AI-enabled workflows across the studio to increase delivery speed, capacity and efficiency while maintaining brand governance.

Role
Head of Studio | Creative Operations Lead
Led AI integration across studio workflows, embedding tools, governance and adoption.

Challenge
Rising demand across brands increased pressure on delivery speed and consistency. Unstructured AI adoption risked inconsistency and compliance issues.

Approach
Embedded AI across the creative lifecycle, covering:
• briefing and research
• ideation and concept development
• production and asset creation
• quality assurance and governance

Delivery
• Audited workflows to identify bottlenecks and repeatable tasks
• Introduced AI through pilots, frameworks and team enablement
• Integrated AI into existing workflows with human oversight
• Established governance for consistency and responsible use

Impact
Increased delivery speed, output and efficiency while maintaining quality.

• Concept exploration time reduced ~40%
• Storyboarding reduced from days to hours
• Copy exploration increased from 3–4 to 12+ routes

Enabled scalable, AI-supported delivery and strengthened team capability.

Delivered the rollout of a new brand identity across digital, campaigns and estate environments.

Role
Head of Studio | Creative Operations Lead
Led brand rollout, governance and stakeholder alignment across the ZIP launch.

Challenge
ZIP launched as a new brand requiring a distinct identity that could scale consistently across digital, campaigns and physical environments during rapid rollout.

Approach
Positioned the identity as a governed brand system to enable scalable delivery, focusing on:
• structured guidelines and application frameworks
• consistency across channels and environments
• stakeholder alignment across teams
• scalable rollout across locations

Delivery
• Developed structured guidelines covering typography, tone of voice and visual principles
• Translated identity into practical implementation frameworks
• Enabled consistent application across marketing, digital and on-site environments
• Supported rollout across a growing estate and campaign ecosystem

Impact
Launched a clear, differentiated and consistently applied brand identity.
• Reduced interpretation risk across teams and locations
• Enabled scalable rollout across channels and environments
• Supported consistent delivery across a growing portfolio

Delivered the rollout of a digitally led brand identity across urban hotel environments.

Role
Head of Studio | Creative Operations Lead
Led brand rollout, governance and stakeholder alignment.

Challenge
hub required a distinct identity that could scale across digital platforms, app experiences and physical environments during rapid expansion.

Approach
Positioned the identity as a governed brand system to enable consistent delivery across digital and physical touchpoints.

Delivery
• Developed structured guidelines across digital, app and estate environments
• Translated identity into practical implementation frameworks
• Enabled consistent application across marketing, digital and on-site communications

Impact
Delivered a cohesive rollout across digital and physical environments.
• Reduced interpretation risk across teams and locations
• Enabled consistent, scalable delivery across urban hotel sites