This study proposes a conceptual model examining the moderating role of marketers’ creativity on the relationship between consumer orientation strategies and organizational performance. Performance will be measured through financial results, customer satisfaction, and organizational culture. Existing literature suggests a gap in understanding the direct and indirect effects of creativity on these performance indicators, particularly how managers’ perceptions of creativity influence their decisions. To address this gap, the study outlines a questionnaire designed to measure marketers’ creativity, alongside proposed sampling, measurement scales, and analytical approaches. The instrument has been developed but not yet applied. The expected contribution is that creativity will enhance the positive impact of consumer orientation strategies, enabling organizations to implement more effective customer-centric approaches. Ultimately, firms may develop stronger customer relationships, improved financial performance, and a healthier organizational culture.