Paul

Throughout my time at BAE Systems Digital Intelligence, I have worked to transformed the in-house creative capability from a fragmented service function into a strategic driver of business growth, organisational alignment, and commercial performance.

Following the integration of eight businesses into Digital Intelligence, I inherited multiple brand legacies, inconsistent execution, and limited creative influence across those brands. I responded by developing a pragmatic unified approach that repositioned the in-house brand and creative team as a trusted partner to leadership, business development, portfolio, and product teams.

At the centre of this transformation was the creation of The Power of Perspective, a strategic brand platform developed by and aligned by the Digital Intelligence marketing team; encompassing thought leadership, and product positioning around real customer outcomes.

Working across four business units, 32 senior stakeholders and more than 90 products, I collaborated with the wider marketing, sales and wider business functions, developing and implement a major portfolio simplification programme, reducing six portfolios to three and helping shift the organisation from product-led to outcome-led storytelling.

I have worked to build an award-winning, brand and creative team, recognised as Best Small In-House Agency at the Inside Out Awards 2025, while delivering a global brand rollout across four months, cementing our positioning as a high-performing, strategically focussed brand and creative resource.