Creative Manager

POSITION PURPOSE
The Creative Manager leads the development of insight-driven, compelling and commercially viable creative solutions across Brand Activation, Experiential Marketing, Retail Engagement and Integrated Campaigns.
The role is responsible for delivering creative excellence, strengthening pitch competitiveness, ensuring execution feasibility and developing a high-performing creative team.
Position Mission: Turning great ideas into winning proposals and impactful market experiences.
KEY RESPONSIBILITIESA. Creative Strategy & Concept Development - 20%
· Translate client briefs, brand objectives and consumer insights into strong creative concepts.
· Develop campaign big ideas, activation mechanics, experiential journeys and creative storytelling.
· Lead brainstorming and guide the creative development process.
· Ensure concepts are relevant, differentiated, culturally appropriate and aligned with client objectives.
· Collaborate with Commercial and Strategy teams to strengthen proposals.
B. Creative Quality & Pitch Excellence - 20%
· Lead creative development of assigned pitches and proposals.
· Supervise key visuals, presentations, creative narratives and campaign materials.
· Present creative concepts clearly and persuasively to internal stakeholders and clients.
· Ensure creative outputs meet CREASIA standards and client expectations.
· Improve pitch competitiveness through stronger concepts, storytelling and presentation quality.
· Minimize unnecessary revisions and maintain consistency across deliverables.
C. Execution Feasibility & Commercial Discipline - 20%
· Work closely with Operations, Production and Procurement to validate feasibility.
· Ensure creative solutions are executable within agreed timelines, budgets and operational constraints.
· Understand project costing, Gross Profit (GP) and commercial guardrails.
· Prevent creative over-scoping, avoidable rework and unnecessary production costs.
· Recommend practical alternatives to optimize cost without compromising essential creative quality.
· Escalate execution or margin risks before commitments are made.
D. Team Leadership & Development - 20%
· Lead, coach and develop assigned Designers, Creative Executives and other creative team members.
· Allocate workloads and establish clear quality standards, priorities and deadlines.
· Provide regular feedback and support individual capability development.
· Build a culture of creativity, accountability, collaboration and continuous improvement.
· Identify talent gaps and support recruitment, performance reviews and Individual Development Plans.
· Improve team productivity and creative delivery consistency.
E. Innovation & Continuous Improvement - 10%
· Explore creative trends, experiential technologies, digital engagement and AI-assisted tools.
· Introduce practical improvements to creative workflows and output quality.
· Encourage experimentation and new creative approaches.
· Develop innovation pilots or case studies that enhance CREASIA competitive positioning.
· Share learning and best practices across the creative team.
F. Core Values & Leadership Behaviors - 10%
· Client Success: Create solutions that help clients achieve meaningful business outcomes.
· Ownership: Take responsibility for creative commitments and results.
· Execution Excellence: Maintain high standards and deliver with discipline.
· Improve Daily: Continuously learn, improve and develop others.
· Integrity: Act transparently and uphold company standards and procedures.
KEY JOB REQUIREMENTSEducation & Experience
· Bachelor's degree in Advertising, Marketing, Design, Communications or a related field.
· Preferably 5-7 years of creative experience, including 1-2 years leading creative projects or teams.
· Proven experience in Activation, Experiential Marketing, Integrated Campaigns or Retail Engagement.
· Strong creative portfolio demonstrating concept development, execution quality and campaign impact.
· Agency experience with FMCG or multinational brands is an advantage.
Professional Skills
· Strong conceptual thinking, creative storytelling and visual communication.
· Ability to develop and present persuasive creative proposals.
· Proficiency in relevant creative and presentation software.
· Good understanding of production processes, materials and costing.
· Strong planning, prioritization and cross-functional collaboration.
· Effective communication and presentation skills in Vietnamese and English.
· Ability to provide constructive feedback and develop creative talent.
DECISION RIGHTS & ACCOUNTABILITYCreative Manager is accountable for
· Quality and completeness of assigned creative deliverables.
· Timely creative development and handover.
· Team task allocation, coaching and performance.
· Identifying and escalating creative, production and cost risks.
· Compliance with approved project scope, budgets and creative standards.
Creative Manager cannot independently approve
· Pricing below CREASIA GP guardrails.
· Unapproved production costs or scope changes.
· Commercial commitments outside delegated authority.
· Additional headcount or compensation changes.
· Material changes to approved deliverables without required approvals.
PERFORMANCE & CULTURE
The Creative Manager will be evaluated through CREASIA's WHAT + HOW performance framework.
· WHAT: Creative quality, pitch contribution, delivery excellence, commercial discipline and team performance.
· HOW: Core Values, ownership, leadership, collaboration and continuous improvement.
The six KPI weights in Section 3 measure WHAT performance; the final WHAT/HOW weighting follows the approved CREASIA PMS policy.
CREASIA Leadership Philosophy: Great creativity is not only about great ideas. It is about ideas that win business, deliver results and grow people.