Marketing and
commercial strategy

Singapore
Asia-Pacific

Technology, fintech
HR technology

Narrow.Prove.Expand.

Senior marketing and commercial leadership, available by engagement.

For technology, fintech and HR technology businesses growing across Asia-Pacific.

Start a conversation Download brochure (PDF)

15+

Years of marketing leadership

10+

Markets across Asia-Pacific and the Middle East

20→40%

Marketing's share of revenue, listed financial group

5×

Lead generation in one year, B2B SaaS

Grand Prix

WARC × Cannes Lions, B2B, 2023

Gold

Effie Awards, 2024

About us01

We work with leadership teams at moments of decision.

Launching a product, entering a new market, repositioning a brand, or building a marketing function that can be measured against revenue.

Niche Consulting was established in 2024 as Niche Mktg and incorporated as NicheConsulting Pte. Ltd. in 2026 to serve a growing client base and to build a dedicated team.

Our approach02

Start small. Prove it. Then scale.

Every engagement follows the same discipline, whether it is a new market, a new product or a new marketing function.

01
Narrow.
Define clearly whom the offer is for, and whom it is not for.
02
Prove.
Test it where the results will be clear and measurable.
03
Expand.
Scale only what has demonstrated results.

What we do03

Four areas in which we advise.

The areas are closely connected; work in one often extends into another. Select an area to see what it covers.

Go-to-Market & Commercial Strategy

“We are launching something new. Whom should we sell it to, in which markets, and at what price?”

Go-to-market strategy

Which segments and markets to prioritise, through which channels and with what proposition, turned into one launch plan for sales, product and marketing.

Commercial strategy and pricing

Where a new product or tier should sit in the portfolio, based on segment economics, cost to serve, willingness to pay and cannibalisation risk.

Market entry

Selecting the right market, adapting the proposition, finding the partners who open doors, and agreeing first-year measures of success.

Positioning and messaging

A clear statement of whom the offer serves and why it wins, developed into the messaging and proof points the commercial team uses.

In practice

Rewardz expansion into Malaysia and the GCC · Great Place To Work commercial strategy across ASEAN, Australia and New Zealand · IFS Capital go-to-market across five Asian markets

Brand Transformation & Reputation

“Our business has evolved, but the market still sees us as we used to be.”

Brand repositioning

Changing how the market sees a business while keeping the trust it has earned, such as repositioning a traditional lender as a technology-led group.

Brand architecture and group narrative

How several brands, entities or acquisitions relate, what the group stands for, and one narrative that holds across every market.

Public relations and executive visibility

Establishing media relations where none exists, with agency, spokespeople and editorial calendar, and building the leadership team's profile.

Investor narrative and recognition

The corporate story for listings, anniversaries, fund launches and value-unlock milestones, with an awards programme chosen for credibility.

In practice

Full group rebrand and brand architecture for IFS Capital · PR function and 25+ tier-one placements for its leadership · Glassdoor brand integration across APAC, in an earlier role at Indeed

Marketing Function & Performance

“We invest in marketing, but cannot see clearly what it returns, or we do not yet have the team to deliver it.”

Building the marketing function

Remit, structure and first hires, a working rhythm with sales and product, and direct leadership until the team can run it independently.

Demand generation and performance

Paid, owned and earned channels and account-based programmes, measured against cost per lead, pipeline and revenue, including in regulated categories.

Measurement, marketing technology and AI

CRM and automation, measurement from spend through to revenue, reporting the board can act upon, and AI introduced into daily work.

Content, agency and budget management

Content strategy, agency selection and management across creative, media, PR and digital, and the split of budget between brand and performance.

In practice

Lead generation up 5× in one year at Rewardz and 3× at IFS Capital · marketing's share of revenue at IFS Capital raised from 20% to 40% in two years

Platforms, Partnerships & Executive Presence

“Our customers make their decisions in forums where we are not yet present.”

Signature platforms

Flagship forums, research series and executive programmes the business owns, designed to become a reference point in its category.

Industry presence strategy

Which conferences, festivals and awards merit investment, what to say there, and how participation is followed up into the pipeline.

Executive roundtables

Private forums for senior decision-makers, built around a clear point of view and designed to deepen relationships with priority accounts.

Institutional and ecosystem partnerships

Programmes developed with government agencies, industry associations, banks and channel partners, founded on shared objectives.

In practice

Singapore FinTech Festival presence and 20+ executive roundtables for IFS Capital · flagship forums for 1,500+ C-suite leaders in earlier leadership roles. Production and on-site delivery are managed with specialist partners.

Clients04