As part of a strategic repositioning effort, BAE Systems set out to redefine its global employer brand — with the goal of becoming a more visible and competitive force in today’s saturated talent market. The brief called for a brand that could unify diverse global markets under a single identity, while still allowing for local nuance and cultural relevance. The end goal was to attract and retain world-class talent across a wide range of roles, from administrative support to highly specialised engineering positions.

At the heart of this project was the challenge of perception. Careers in defence often struggle to feel aspirational — particularly when competing with tech giants like Google, Apple, or emerging start-ups. Our task wasn’t to start from scratch, but to transform and elevate what already existed into a bold, authentic, and differentiated employer brand that could speak to both purpose and innovation.

As Creative Project Manager, I led the end-to-end delivery of the pitch, overseeing a multi-disciplinary team of strategists, researchers, writers, and designers. I was responsible for ensuring all creative outputs stayed aligned with both the client’s brief and their internal cultural reality — delivering work that was grounded, relevant, and strategically sharp.

I managed the full creative process, from early ideation through to final delivery, coordinating workstreams and providing clarity across multiple layers of input and feedback. I worked closely with the team to craft two distinct creative routes — each offering a fresh lens through which global audiences could see BAE Systems as a place of purpose, impact, and innovation. My leadership ensured the pitch was not only delivered smoothly and on time, but also pushed the boundaries of what employer branding in the defence space could look like.

The Challenge
This project brought several key challenges. One of the most significant was navigating entrenched perceptions of the defence sector as a less desirable career path, especially in contrast to tech or commercial brands. We had to reframe the conversation — helping BAE Systems find a more human, meaningful way to express its purpose and impact as an employer.

Another challenge came from the attempt to include a value-added AI tool within the pitch. While well-intentioned, we underestimated the organisation’s data sensitivities and internal security protocols. This required us to reassess our approach mid-way through and pivot quickly — ensuring that the final solution aligned with the client's expectations and comfort levels. It also provided a critical learning opportunity with how we use AI moving forward.

Lastly, as with many strategic pitches, managing evolving feedback and balancing ambition with feasibility was key. Through clear communication, tight coordination, and a steady focus on the end goal, we were able to deliver a creative response that was both bold and pragmatic.