Concept Development Executive

1. POSITION SUMMARY

The Concept Development Executive is responsible for transforming client briefs and market insights into strong, deployable campaign concepts that can be successfully pitched, executed, and scaled.

This role bridges strategy, creativity, and execution, ensuring that ideas are not only compelling but also feasible for real-world deployment.

The position works closely with Commercial, Operations, and Production teams to ensure concept feasibility, cost awareness, and alignment with project objectives.

2. KEY RESPONSIBILITIES

Concept & Idea Development

• Analyze client briefs, brand objectives, and market insights.
• Develop creative concepts for activation, experiential marketing, and brand engagement campaigns.
• Translate strategic insights into clear campaign ideas and storylines.

Proposal & Pitch Support

• Support Creative Director in developing pitch concepts and campaign narratives.
• Prepare concept presentations, mood boards, and storytelling materials.
• Collaborate with Commercial team during proposal development.

Deplorability & Feasibility

• Work with Operations and Production teams to validate concept feasibility.
• Adjust concepts to ensure they are practical, scalable, and within budget.
• Ensure ideas can be executed effectively in real-world environments.

Cross-functional Collaboration

• Collaborate with Creative, Strategy, Commercial, and Operations teams.
• Support internal brainstorming and innovation sessions.
• Contribute ideas that enhance campaign effectiveness and client value.

Creative Excellence

• Stay updated on marketing trends, consumer behavior, and experiential marketing innovations.
• Continuously refine creative thinking and concept development skills.

3. KEY PERFORMANCE INDICATORS (KPIs)

• Pitch Contribution Rate

Contribution to pitches that result in project wins.

• Concept Deplorability Score

Concept feasibility confirmed by Operations before pitch.

• Concept Development Efficiency

Quality and timeliness of concept development for proposals.

• Creative Contribution

Number of viable concepts or ideas contributed to campaigns.

• Client & Internal Satisfaction

Feedback from Creative Director, Commercial team, and clients.

4. REQUIRED QUALIFICATIONS

Education: Bachelor's degree in Marketing, Communications, Design, Advertising, or related fields.

Experience

• 12 years experience in creative, advertising, or activation agencies.
• Experience in concept development or campaign ideation is preferred.

5. CORE SKILLS & COMPETENCIES

• Creative Thinking - Ability to translate insights into strong campaign concepts.
• Storytelling & Presentation - Strong ability to communicate ideas clearly through presentations and visual storytelling.
• Strategic Awareness - Understanding of brand strategy, consumer engagement, and marketing objectives.
• Collaboration - Ability to work effectively with cross-functional teams.
• Execution Awareness - Understanding that concepts must be feasible, scalable, and operationally realistic.

6. CORE VALUES ALIGNMENT

All CREASIA employees are expected to embody:

• Integrity honesty and accountability in work.
• Compassion respectful collaboration with teams and partners.
• Innovation continuous exploration of new ideas and approaches.
• Excellence commitment to high-quality output and disciplined execution