Concept Manager - Events

Concept Manager – Events & Experiences

Location Sultanpur, New Delhi

About The Cocktail Story

The Cocktail Story is a leading experiential marketing and production agency specializing in alco-bev brands. We create integrated campaigns, marquee events, activations, retail experiences, festivals, and brand-led cultural properties for some of the world's leading beverage companies.

Role Overview

We are looking for a highly creative and culturally aware Concept Manager who can transform client briefs into compelling experiential ideas, campaign platforms, IPs, and immersive consumer experiences.

This role sits at the intersection of strategy, creativity, culture, and consumer behavior. The ideal candidate should be capable of developing everything from a brand launch event and bartender program to a large-scale festival, retail activation, or consumer IP.

Key Responsibilities

Concept & Creative Development

• Lead ideation for experiential campaigns, events, activations, and brand experiences.

• Develop big ideas, campaign territories, event themes, and annual IPs.

• Create unique consumer journeys and engagement formats.

• Build concepts that align with brand objectives and business goals.

• Translate briefs into innovative and executable experiential solutions.

IP & Experience Creation

• Develop scalable proprietary IPs for brands.

• Create event formats, recurring properties, and cultural platforms.

• Conceptualize immersive zones, installations, rituals, and consumer interactions.

• Identify new experience formats emerging globally and adapt them for India.

Strategic Thinking

• Understand consumer behavior and cultural trends.

• Research category trends, competition, and best-in-class global case studies.

• Work closely with strategy and client servicing teams to strengthen proposals.

• Develop narratives that connect brands with culture, communities, and occasions.

Pitch & Presentation Development

• Create pitch-winning decks and presentations.

• Write concept notes, experience journeys, and campaign narratives.

• Develop naming territories, taglines, and creative frameworks.

• Present ideas internally and to clients.

Collaboration

• Work closely with:

◦ Client Servicing Team

◦ Creative Team

◦ 3D Designers

◦ Production Team

◦ Operations Team

◦ Digital Team

• Ensure concepts are both creative and commercially feasible.

Innovation & Trend Spotting

• Track global experiential marketing trends.

• Monitor festivals, hospitality, nightlife, entertainment, fashion, music, and culture.

• Bring fresh thinking and new formats into the organization regularly.

Key Deliverables

• Campaign Concepts

• Event Themes

• Annual Brand IPs

• Consumer Experience Journeys

• Launch Concepts

• Festival Concepts

• Retail Activation Ideas

• Naming Territories

• Presentation Decks

• Creative Narratives

• Experience Storyboards

KPI & Success Metrics

Creative Output

• Number of concepts developed.

• Quality and originality of ideas.

Pitch Success

• Win rate of concepts presented.

• Revenue generated from won pitches.

Innovation

• New IPs developed annually.

• New formats introduced to the agency.

Client Impact

• Positive client feedback.

• Repeat business generated from concepts.

Experience Required

• 3–7 years in experiential marketing, events, advertising, brand strategy, hospitality, entertainment, or creative agencies.

• Strong portfolio of campaigns, events, or creative concepts.

• Experience in alco-bev, lifestyle, luxury, hospitality, or entertainment brands preferred.

Skills Required

• Concept Development

• Creative Writing

• Storytelling

• Presentation Design

• Trend Forecasting

• Consumer Insight Mining

• Event Ideation

• Strategic Thinking

• Cultural Awareness

• Brand Experience Design

Ideal Candidate

• Obsessed with culture, experiences, hospitality, music, fashion, nightlife, and consumer behavior.

• Always researching what brands are doing globally.

• Naturally curious and idea-driven.

• Strong storyteller and presenter.

• Able to think both creatively and commercially.

• Passionate about creating experiences people talk about.

Reporting To

Founder / Creative Director / Business Director

Growth Path

Concept Manager → Senior Concept Manager → Creative Strategist → Creative Director → Head of Brand Experiences