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    invitation to innovate

    Consumer Insight | Performance Marketing | Brand Building

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    THE COMPANY

    Established in June 2023, the 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

    To find out where to start, book a free 1st consultation session (30mins) via: cindra.innovite@gmail.com 

    GROWTH

    • Market entry
    • New product launch
    • Sales turnaround

    Consumer Insight

    • Consumer research
    • Segmentation
    • Shopping/ buyer journey
    • Customer experience

    Marketing Operations

    • Media metrics setting and measurement
    • Agency partnership process and productivity
    • Maternity leave cover

    BRANDING

    • Positioning
    • Communication
    • Creative ideation, assets extension & adaptation

  • Examples of WHAT WE DID

    Entrusted by our clients to innovate and deliver

    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.
    • A digital marketing workshop for a non-profit organization.

    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.
    • A CNY festive event, that supported a high-end home electronic appliances's key customer engagement.

     

     

  • WHAT business partners say

    more testimonials can be found on LinkedIn

    "her ability to have an overall strategic vision always helped to frame the issue well before getting into solutions"

    Having worked with Cindra on the LUX brand for several years 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. With her inputs we were able to develop and pick many winning fragrances for our products leading to strong business delivery. Overall an ideal client servicing and business partner.

    - Senior global marketing director (global FMCG company)

    "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.

    - VP (global ingredient company)

    "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.....

    - Commercial director (global consumer pharmaceutical company)

    "integrated brand strategy, ... drove digital acceleration to expand the young consumer pool..."

    I worked with Cindra in Estée Lauder Singapore. 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. It was a great time to partner with her to grow the Clinique brand. I would definitely hope to have opportunity to work with Cindra again.

    - E-commerce director (global beauty company)

    "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.

    - Marketing manger (global ingredient company)

    "creative thinker with strong business acumen, drove a great volume of new customers for our brand through innovative campaign execution"

    I highly recommend Cindra for senior commercial roles and would love to work with her again. 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. I am glad that we keep in touch all these years - thank you Cindra :)

    - Marketing manager (global beauty company)

  • Connect

    Let's turn challenges into opportunities together

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