Innovite Consulting
Invitation to Innovate
Consumer Insight | Performance Marketing | Brand Building
THE COMPANY
Established in June 2023, the Singapore-based independent marketing consulting firm collaborates with consumer-focused clients, helping them in navigating the complexities posed by evolving times.
While relationship between brands and consumers has become increasingly dynamic and fluid, we believe that the most resilient brands must be firmly anchored upon "fundamental human truths", characterized by distinct and consistent communication, as well as meticulous marketing operational process to create happy customers.
THE FOUNDER and LEAD CONSULTANT
Cindra Tsai specialises in brand management and marketing communication. She brings objective analysis and fresh ideas to help clients diagnose challenges and achieve business goals.
Cindra had over two decades of extensive hands-on brand and business development experience with B2C and B2B companies at local, regional and global capacities. She held various brand management roles at Johnson & Johnson and Estée Lauder Companies; she also built successful, growth-driven projects with Unilever, Nestlé, and Coca-Cola, as an innovation and communications partner at Ogilvy & Mather and Firmenich.
Cindra has an MBA degree from the University of Michigan (Ann Arbor) Ross School of Business. She is an external lecturer at ESSEC Business School (Singapore Campus).
Find out more about Cindra's credentials and experiences here
Engage our services to achieve your ambition
GROWTH
- Market entry
- New product launch
- Sales turnaround
CONSUMER INSIGHT
- Market research
- Segmentation
- Customer experience
MARKETING OPERATIONS
- Media metrics setting and measurement
- Agency partnership process and productivity
- Interim functional coverage
BRANDING
- Positioning
- Communication
- Creative ideation, assets extension & adaptation
Featured Projects
Examples of Deliverables
2025
- An interim head of marketing assignment during an organizational transition, focused on ensuring business continuity, stabilizing the team, recruiting new members, and executing annual marketing campaigns.
- An instructor at a leading French business school: conducts Marketing Research core course integrating rigorous analytical frameworks with practical, real-world applications, Business Simulation and Brain x Artificial Intelligence workshops.
2024
- A new sales incentive scheme that delivered sustainable revenue growth.
- A new fee structure with external marketing agency that promotes partnership and improved ROI.
- A web-based real-time promotion activation tracking app, that helped to collate and analyze shopper profile and promotion effectiveness.
- Consulting and Business Simulation workshops at a French business school.
- A CNY festive event, that supported a high-end home electronic appliances's key customer engagement.
2023
- A consumer segmentation study, involving insights discovery and product architecture alignment, that helped to effectively position a skincare brand and form its communication strategy.
- A streamlined marketing workflow, among internal team members of a consumer healthcare MNC and external agencies, that ensured quality of deliverables and efficiency.
- A digital marketing ecosystem for a specialty skincare brand: paid/ owned media, e-commerce presence and CRM ecosystem, supported by aligned vision and quantifiable scorecard.
- Consulting and Business Simulation workshops at a French business school.
- A digital marketing workshop for a non-profit organization.
What Business Partners Say
her ability to have an overall strategic vision always helped to frame the issue well before getting into solutions
I can confidently say that she is among the best business partners one can have. Her ability to have an overall strategic vision always helped to frame the issue well before getting into solutions. She was always able to spot key trends early and then act on them decisively. Cindra's interpersonal skills, always putting the business needs first and ability to find creative solutions were invaluable during our association on LUX.
Swarnim Bharadwaj
Senior Global Brand Director, Unilever
laser focused targeting for maximum impact, nurturing at heart, could be entrusted to lead cross-functional teams and exhibiting strong team work values
In a highly competitive and fragmented category, Cindra demonstrated deep consumer insights when formulating strategies to build brand equity and driving brand growth, Cindra stepped up her creativity to deliver on-point campaigns with laser focused targeting for maximum impact. Cindra is nurturing at heart, she enjoys imparting her immense skincare and marketing knowledge to the younger team members. Cindra also fully understood the importance of focusing on the larger organizational goals and could be entrusted to lead cross functional teams and exhibiting strong team work values.
Lynn Yeo
Business Director, Mentholatum Singapore
integrated brand strategy, drove digital acceleration to expand the young consumer pool.
Cindra is a super knowledgeable and experienced marketer and leader. She led 360 integrated brand strategy, piloted Clinique brand to go e-commerce, and drove digital acceleration to expand the young consumer's pool. I enjoyed working with Cindra on every project. She is also a thoughtful and inspiring leader who cares about her teammates, give amazing guidance, and respects supporting teams.
June Chen
Regional Ecommerce Director, Shiseido
creative thinker with strong business acumen, drove a great volume of new customers for our brand through innovative campaign execution
I have gleaned so much from her vast experience in brand management, interpersonal communication, strategic thinking, influencer engagement, digital marketing programs. She is also a creative thinker with strong business acumen, drove a great volume of new customers for our brand that we worked on through an innovative campaign execution. I respect both her ethics and values. I have been so fortunate to have her as my coach and mentor in life.
Vanessa Mok
Regional Marketing Manager, Shiseido
sharpen the insights and RTB in storytelling, simplifying and delivering the key message
Cindra is a brilliant commercial partner who gives very insightful inputs in our clients' presentation, her prior consumer marketing experience in bodycare category has also helped to sharpen the insights and RTB in our fragrance storytelling, simplifying and delivering the key message. Highly recommend to have her as a strategic partner who is also driven to deliver the results.
Gina Loh
Senior Marketing Manager, DSM-Firmenich
strong business acumen .. a consumer focused marketer that puts brand building in the center of growth strategy
Cindra is a strategic thinker with strong desire to follow with perfect execution. She has strong business acumen that contribute to her ability to excel in decision making. She's a consumer focused marketer that puts brand building in the center of growth strategy.
Sherry Xian Linert
Vice President, DSM-Firminech