With limited structure, performance tracking and operational accountability in place, I established the frameworks, reporting systems and processes needed to build a more efficient, commercially focused creative operation. Working closely with HR and Procurement, I doubled the team's size to expand its capabilities and production capacity, while partnering with IT and information security to strengthen technology governance, equipment management and access to creative tools.

My influence extended across the wider brand ecosystem. I advocated for a more contemporary, human tone of voice, directed external agencies on the brand's visual evolution and oversaw creative development across thematic campaigns, global fleet and vessel branding, and international photography and film production.

By strengthening relationships across regional teams, business functions and external partners, I helped establish the function as a trusted creative partner with growing recognition across the organisation.

A key achievement was expanding in-house production capabilities and establishing an operating model with an estimated 87% cost advantage against benchmarked external agency rates. The team also delivered its first fully in-house internal campaign, including film production, demonstrating the value of internal creative expertise.

I additionally oversaw digital asset management and Brandspace, DP World's internal brand platform, improving the accessibility and management of brand resources.

The transformation elevated the function's standing across the business, establishing a more capable, accountable and commercially disciplined creative operation that contributed to a stronger and more consistent global brand.