When you use the installation media the default install is Home edition. You cannot upgrade to Pro using your digital Pro licence.
To upgrade you need to use the generic Pro product key.
Make sure the device is completely offline and use VK7JG-NPHTM-C97JM-9MPGT-3V66T at Change product key in Settings.
Follow any onscreen prompts and restart after the process is complete. Go back online and Windows Pro should activate using your digital licence.