Home / Services / Marketing strategy and solutions

Marketing strategy and fractional CMO for Southeast Asia

Getting into a market is half the job. We build the positioning, content and channels that make people buy, and can run them for you as a fractional marketing team.

What we do

  • Brand positioning and launch strategy
  • KOL and creator programmes
  • E-commerce launch on Shopee, TikTok Shop and your own site
  • Community activation: tournaments, demo days, partner venues
  • Fractional CMO and marketing team setup

What you get

  • A launch plan with a monthly budget
  • Content and sales assets for you and your distributors
  • A team running the plan, reporting monthly

Good fit for brands that have landed and need sales to move, and distributors who need help selling the brands they carry.

Marketing that fits how Southeast Asia buys

Buying in Vietnam and Indonesia runs through marketplaces, short video and livestreams as much as through shops. A brand that launches with a home-market playbook of ads and a website can be invisible where customers are actually looking.

We combine online channels, such as Shopee, Lazada, TikTok Shop, creators, KOLs and livestream, with offline activity such as club partnerships, tournaments and demo days. Pricing and positioning are set for the local market, not the home market.

How it works

  1. Audit and goals

    Where the brand stands, who buys it and what the next twelve months must deliver.

  2. Positioning and launch plan

    Price, message, channels and a monthly budget.

  3. Set up channels and creators

    Marketplace stores, creator and KOL programmes, livestream and offline activation.

  4. Run and report

    The plan runs on the ground, with a monthly review of sales and spend.

  5. Optimise and expand

    Keep what works, change what does not, and prepare the next market.

Work behind this service

Sports brand, Singapore

Taking a new badminton brand from zero to 4% share in Vietnam

  • Vietnam
The brief
Launch a new Singapore-based badminton brand in Vietnam, starting with no distribution and no brand awareness.
What we did
Set the pricing strategy, identified distributors, ran local marketing offline and online, and adapted the brand to the Vietnamese market with KOL marketing and TikTok.
The result
4% market share, up from zero, and USD 2.4 million in GMV within the first year.

B2B company, Indonesia

Opening a new online revenue stream in Indonesia

  • Indonesia
The brief
Help a traditional B2B company build an online business in Indonesia, as a new source of revenue.
What we did
Made Shopee, Lazada and TikTok Shop the primary online channels, built the programme around livestream selling, and ran the product marketing strategy for new product launches.
The result
Online became 8% of revenue. It also built demand for the products, which contributed 3.5% incremental growth for the company.

Questions we are often asked

What is a fractional CMO?

A senior marketing lead who works with you part-time on a monthly retainer. They set strategy, manage the team and agencies, and report results, without a full-time hire.

Do you work with KOLs and creators?

Yes. We identify, brief and manage creators and KOLs, and look at what they actually sell.

Can you run TikTok Shop and Shopee for us?

We can set up and run marketplace stores and livestream programmes, or build the plan and train your team to run it.

Do you work with distributors as well as brands?

Yes. We build sales and marketing assets that distributors can use to sell the brands they carry.

Tell us what you want to launch or source

Send a short note about your product, the market and your timeline, and we will suggest a first call.

Tiramisu Consulting
Unit 2904-05, 29/F, Universal Trade Centre
3 Arbuthnot Road, Central
Hong Kong SAR

Your message goes straight to our inbox, and we reply from [email protected].