About Justin Tsui


Customer-Centric Innovation & Business Design  (MBA+MA)

Interdisciplinary Product Innovation + Brand Marketing + Digital Technology +  Creativity & Innovation Capabilities Coach

I build customer-centric Products, Brands and Business from Ideas to Launch with 25 years hands-on Interdisciplinary Capabilities and Expertise.

– Justin Tsui

25+ years of experience in product development, brand strategy, retail & digital marketing, and worked with best-in-class brands like P&G, Tide, AT&T, VTech, TCC7-ElevenSanrio, SC Johnson, Mary Kay  & Bimbo etc. across Europe, US, South East Asia, China, Hong Kong & Taiwan. 

Justin specialised in leading complex innovation projects from Zero to One for business of all sizes:

  • Business Analysis and Growth Strategy
  • Customer-centric Research & Insights
  • Interdisciplinary Product & Brand Design
  • Go-to-market & Communication Strategy
  • Digital Marketing & eCommerce
  • Innovation Capabilities Training
  • Digital Transformation & Change Management

Previous Commercial Successful Cases:

  1. Conduct market analysis to identify Blue Ocean opportunity with Dual Brand repositioning strategy and packaging architecture for a leading Global food organization in China market. 
  2. Drive digital transformation and launched AI Skin Analyzer device for Mary Kay Asia Pacific markets will full communication and education support
  3. Initiated MK Academy Vision and IT framework to digitize and transform Salesforce training and team building experience with gamification  
  4. A key contributor to P&G China Tide total brand rejuvenation initiative – consumer researchbrand architecture revamp, packaging strategy revamp, 360 brand guideline, new product line extension innovation etc.
  5. Initiate & design an award-winning premium product line to elevate brand and entry new market segment for VTech
  6. Developed retail marketing campaigns for 7-Eleven Hong Kong & Taiwan to drive sales & build customer engagement
  7. Designed Hong Kong’s first sustainability awarded mini-theme park & children Playground and won sustainability award
  8. Developed a digital marketing campaign to drive awareness and generate new leads for Perfect Shape Medical group
  9. Provide product & brand consultation service for multiple startup companies in medical, Consumer Goods, and consumer electronics.
  10. In-depth entreprenurial mentorship & consultation supporting early stage technology startups from ideation to prototyping and go-to-market with Government Funding.
  11. University Lecturer, Trainer & life Coach to wide range of Students and corporates on subjects related to innovation, creativity and growth .

Hands-on Entrepreneurship

Justin Tsui designed and launched probably the world’s fastest and most cost-effective household range in 9 months – from idea to production, marketing trade show and retail launch!

As a designer & marketer, Justin handles end-to-end brand strategy & positioning, product design & engineering from scratch. Justin also designed marketing toolkit, photography & video, and created a website with an integrated online shop.

Last by not least, Justin even designed the trade show design & promotion materials, and successfully launch the new brand and product collection in Hong Kong TDC Design Gallery Shop.

Other Startup & Entrepreneur Experience:

  1. Successfully funded a Kickstarter campaign from product concept, production, marketing promotion, to eCommerce setup and product delivery to 25 countries within 9 months – LaBird
  2. Co-found Digital marketing & Brand consulting business 
  3. OEM to OBM business transformation with integrated Product Innovation and Brand Marketing Consulting – Canvaz
  4. Designed multiple new brands & product development for startups and SMEs – IOTs, Electronics, Beauty & Personal Cares products.
  5. Setup and manage a Government funded incubation programme, and successfully led 25 Tech Ventures building MVPs & Prototypes and User Trials with 10 months.

Width and Depth in Innovation Capabilities

Graduate from Hong Kong Polytechnic University- School of Design in 1997, and later awarded the British Chevening Scholarship to study in London’s Central Saint Martin’s College of Arts and Design with a Distinction Postgraduate Degree. 

In 2021, Justin obtained his long term dream – a MBA from The Hong Kong University of Science & Technology , and soon after obtained an Advance Certification in Life Coaching from the HKU SPACE.

These new knowledge strengthen the capabilities to uncover deeper human insights for strategic innovation. Besides, they also reinforce leadership & influence skill to nurture Innovation Talents and drive transformational changes.

These T-shape knowledge & hands-on experience provided me solid & diverse intellectual basis to solve complex business challenges with 360-degree perspectives & depth.

– Justin Tsui

Interdisciplinary Innovation journey continues 

Currently a Consultant in Hong Kong Science & Technology Park , Justin actively involved in Tech Startup Incubation management. On the other hand, partner with Corporate and Government to adopt new technologies solutions and digital transformation.

Before HKSTP, Justin was a founder at Artefactx Consultants. He was also a visiting lecturer at PolyU School of Design for Product Design & Postgraduate Business Innovation courses.

During his spare times, Justin continue to work on his book “Innovation SWAT – building interdisciplinary capabilities as competitive advantage for business growth”.

Justin also enjoy conducting innovation workshops and coaching for startup founders and business leaders on subjects related to Design Thinking, Entrepreneurship, Interdisciplinary innovation capabilities, and Innovation Leadership.

If you interested to connect, please contact justin@justintsui.com or LinkedIn.