1.Team Supervision & Creative Leadership
- Manage the daily output of a dedicated creative group (designers/writers), acting as the first line of quality control before work reaches the CD/ACD.
- Translate client briefs into clear, actionable creative directives for the team, ensuring the "Big Idea" is maintained through execution.
- Foster a high-performance culture within the group, ensuring morale remains high even during crunch periods.
2.Strategic Concepting & Account Guardianship
- Lead the creative strategy for assigned "Retainer Accounts," ensuring the work evolves and doesn't become stagnant.
- Conceptualize 360° campaigns and Key Visuals (KVs) alongside the team, stepping in to execute high-stakes assets when necessary.
- Build deep knowledge of the client’s brand and business challenges to become a trusted advisor to the Brand Manager.
3.Operational Management & Resource Allocation
- Monitor the workload of the group, flagging "burnout risks" or "under-utilization" to the Traffic/Project Manager.
- Ensure the group adheres to all agency processes (e.g., file naming, timesheets, server hygiene) to maintain operational excellence.
- Resolve internal conflicts or bottlenecks to keep production moving smoothly.
4.Pitching & Business Growth
- Lead "Tier-2" pitches (mid-sized projects) independently and support the CD/ACD on "Tier-1" pitches with team resource.
- Identify opportunities within assigned accounts to upsell creative services (e.g., suggesting a social media revamp during a print campaign briefing).
5.Mentorship & Talent Development
- Conduct regular reviews and formal performance appraisals for direct reports (Senior/Junior creatives).
- Identify skill gaps in the team and recommend training or run internal workshops to bridge them.