BRAND AND GROWTH CONSULTANCY
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Strategy that grows the business.
Strategy that grows the business.
I work with founders and leadership teams to turn brand strategy into commercial growth. Positioning, go-to-market and execution are usually handled separately, and that is where growth gets lost. I run them as one connected engine.
TRACK RECORD
TRACK RECORD
Two decades leading brand and growth at
Two decades leading brand and growth at
SERVICES
SERVICES
Where I come in
Where I come in
Three areas of work. In any of them you can bring me in as a fractional lead, working with your team week to week as part of the business, or on a single project with a clear brief, a start and an end.
Fractional Brand & Growth Lead
Fractional Brand & Growth Lead
I step in as your Brand and Growth Lead, setting direction, aligning brand and commercial teams and holding the plan together, at a fraction of the cost of a full-time hire.
Growth & GTM Consultancy
Growth & GTM Consultancy
I turn brand strategy into a commercial plan that holds up in market, covering positioning, portfolio and pricing, category expansion and the discipline that makes growth repeatable.
Market Entry & Execution
Market Entry & Execution
I plan and land new market entry, running retail, e-commerce and partner channels as one coordinated launch rather than separate efforts, and I stay involved through the first months in market.
HOW IT WORKS
One step leads to the next
The name describes how I work. Each step only makes sense once the one before it is settled, and that is what keeps strategy and execution connected.
01. LISTEN
Understand the business
Time with you, your team, your numbers, before any recommendation gets written.
02. DIAGNOSE
Find the real constraint
Growth problems are rarely the ones people assume. The first job is finding what is actually holding the business back.
03. DESIGN
Build a plan you'll use
Brand and commercial choices made together, sized to what your team can realistically execute.
04. DELIVER
Stay through execution
I stay involved while it is delivered, and adjust as the business and the market move.
ABOUT CARINE TAN
The question behind every brand I work with
I have spent my career shaping brand, go-to-market and commercial strategy for Nike, adidas, Sephora and Hasbro across APAC: Southeast Asia, Greater China, Japan, Korea, Australia and New Zealand. The categories have ranged from athleisure and beauty to toys and lifestyle. The lesson that stayed with me is that strategy on its own does not create growth. It only counts once a customer feels it in the market.
So the question I keep coming back to is a simple one. What makes a customer choose you, and what makes them come back.
Most of my work is building fundamentals strong enough to carry real scale, the ones that still hold when volume, markets or ambition outgrow the setup a business started with.
Through Chain of Thought, I bring that experience directly to you, as embedded fractional leadership or a scoped consultancy project. I am usually brought in when a brand needs sharper positioning, stronger execution or faster expansion, and I stay close enough to see it through.
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