Senior Creative Manager (Trưởng phòng Cấp cao Sáng tạo)

Prudential’s purpose is to be partners for every life and protectors for every future. Our purpose encourages everything we do by creating a culture in which diversity is celebrated and inclusion assured, for our people, customers, and partners. We provide a platform for our people to do their best work and make an impact to the business, and we support our people’s career ambitions. We pledge to make Prudential a place where you can Connect, Grow, and Succeed.

Creative Leadership & Strategy

• Understand industry nature, business requirements, and customer strategy to translate them into actionable plans.
• Own and define the overarching creative vision for campaigns and brand communication across all touchpoints.
• Lead the development of big ideas, communication platforms, campaign concepts, and key visuals grounded in strategic brand insights and business objectives.
• Ensure all creative outputs are aligned with brand strategy and deliver consistency and impact across channels (Brand, Digital, Social, OOH, Film, Activation, Experience).

Brand Proposition & Narrative Development

• Define and refine brand propositions for both master brand and individual campaigns, ensuring clear value articulation and differentiation in market.
• Develop compelling brand narratives and storytelling frameworks that translate strategy into emotionally engaging and culturally relevant communication.
• Lead narrative development for: Corporate brand campaigns, Product / solution launches, Strategic initiatives and business transformation stories
• Ensure consistency between brand promise → messaging → execution, maintaining a strong and distinctive brand voice.
• Adapt narratives across different audience segments, channels, and formats while preserving core brand essence.
• Integrate customer insight, behavioral triggers, and business priorities into narrative construction to drive both relevance and conversion.

Integrated Communication & Execution

• Translate brand and marketing strategies into bold, cohesive, and executable creative ideas.
• Collaborate with campaigns & social media platforms team for ideation of key campaign activities, including but not limited to: Brand campaigns (TVC, Digital Video, Key Visual systems), Social media content series and always-on content engines, Experiential activations and on-ground events, OOH innovations and contextual media executions, Influencer/KOL collaborations and community-driven initiatives

Creative Quality & Standards

• Establish, maintain, and continuously elevate creative standards across all deliverables.
• Oversee the quality of conceptual work, copywriting, visual execution, film production, and final outputs.
• Drive the team to deliver work beyond “on-brief,” achieving distinctiveness, strategic depth, and long-term brand impact.

Team Management:

• Lead and supervise the Creative Content & Art team to ensure quality execution.
• Build and grow the team by identifying strengths and improvement areas, supporting career aspirations.
• Create a trusting and transparent team environment that encourages growth and idea sharing.

Stakeholder Engagement:

• Engage and align with key stakeholders to ensure objectives and deliverables are met.
• Coordinate with media teams for effective social and other media channel strategies.

Market and Customer Insight:

• Understand customer segmentation and develop tailored propositions.
• Research and evaluate new product opportunities and customer needs to create relevant propositions.
• Analyze market trends and adapt strategies accordingly.

Agility and Adaptability:

Maintain an agile mindset, adapting to fast changes and balancing immediate priorities with future implications.

Job Accountability / Trách nhiệm chính

This role is to:

• Translate industry knowledge, business requirements, and customer strategy into impactful propositions, brand narratives and actionable IMC plans.
• Develop and supervise the implementation of marketing plans.
• Lead and supervise the Design, Content team to ensure quality execution.
• Engage and align with key stakeholders to ensure objectives and deliverables are met.
• Understand customer segmentation and develop tailored propositions based on market trends and customer needs.
• Maintain an agile mindset, adapting to fast changes and balancing immediate priorities with future implications.
• Design and oversee social media strategies to achieve marketing targets.

Job Requirements / Yêu cầu

• At least 8 years of experience in similar role in agency or client side is required
• Hands-on experience with IMC campaigns from concept development to deployment platforms
• An ability to identify target audience preferences and build content to meet them
• Excellent multitasking skills, open-minded, self-motivation, be able to work under stress deadlines or multi-projects with same deadline.
• Business driven mindset
• Strong written and verbal communication skills
• BSs degree in Marketing, Multi-media or relevant filed

Prudential is an equal opportunity employer. We provide equality of opportunity of benefits for all who apply and who perform work for our organisation irrespective of sex, race, age, ethnic origin, educational, social and cultural background, marital status, pregnancy and maternity, religion or belief, disability or part-time / fixed-term work, or any other status protected by applicable law. We encourage the same standards from our recruitment and third-party suppliers taking into account the context of grade, job and location. We also allow for reasonable adjustments to support people with individual physical or mental health requirements.