Conceit

Another mangled job ad from BBC News

"As our Creative Director - Storytelling & formats, you will report to our Design Director and will be responsible for concepting and creating best in class scalable editorial storytelling experiences and cross platform visual journalism."

Concept is a noun. The verb is conceive. In the advertising world, there's been an attempt to have 'to concept' defined as 'to generate new ideas', since around 2013. It's not really made a breakthrough in serious dictionaries.