Cindy Deekitwong: Building growth by bringing people, purpose, and direction into one room 

A steady force helping organisations turn ideas into progress with clarity and care 

Every organisation reaches a point where effort stays high, yet direction feels scattered. Teams stay busy, data keeps flowing, meetings fill calendars, yet momentum slows. Leaders search for alignment, customers seek clarity, and innovation waits for structure. This moment feels familiar across industries, regardless of scale or geography. It is a moment that calls for calm thinking, clear priorities, and someone who understands how growth truly works when people move together. 

This kind of work has defined Cindy Deekitwong’s professional life. Her career grew through listening, observing, and connecting decisions to real outcomes. Over more than 20 years, she built a reputation as a global sales and marketing leader who brings focus to complex environments. 

Cindy learned to work within that complexity while keeping teams grounded and forward-moving. 

Learning across Borders and Markets 

Cindy’s leadership journey unfolded across Japan, Germany, China, Singapore, Thailand, Ireland, and North America. Each location brought its own rhythm and expectations. Instead of forcing a single method, she learned how people think, decide, and collaborate within their context. This experience built a strong foundation for leading international teams with respect and consistency. 

Her work consistently brought Sales, Marketing, and Research teams into the same conversation. This alignment helped organisations expand market presence, accelerate the adoption of advanced materials, and strengthen customer relationships. Cindy focused on asking practical questions that teams could answer together. Where does value sit? Why does a customer choose one solution over another? How can innovation meet real demand? 

This approach delivered tangible results. Cindy helped generate more than 10 million dollars in annual revenue through market-driven innovation. She built and managed a global innovation pipeline valued at over 140 million dollars. Through operational excellence initiatives, she supported supply chain savings of 6.5 million euros. These outcomes reflected disciplined execution supported by strong collaboration. 

Recognition followed naturally. Cindy received five Henkel Innovation Awards along with a President’s Award in Japan. These honours reflected trust earned through consistent delivery and leadership that valued both performance and people. 

A Leader Grounded in Systems and People 

Cindy’s expertise covers chemicals, metals, paper, plastics, polymers, elastomers, fibres, and adhesives. These verticals connect closely with sectors such as life science healthcare, additive manufacturing, semiconductor and electronics, aerospace, food and beverage, packaging, automotive, and transportation. Despite the technical depth of these areas, Cindy keeps conversations clear and grounded. She believes strategy gains strength when everyone understands the direction. 

Her skill set spans business management, go-to-market planning, pricing strategy, sales growth, and business turnarounds. She brings deep experience in Lean and Six Sigma as a Master Black Belt. She also leads stage gate processes, research revamps, statistical process control, operations, supply chain, purchasing, and open innovation programmes. Throughout this work, the voice of the customer remains central. Cindy integrates customer insight directly into technology roadmaps and product decisions. 

She also understands financial responsibility. Managing profit and loss across global operations taught her how decisions affect long-term health. This awareness allows her to balance innovation with discipline, ensuring growth stays sustainable. 

Advising Growth with Clarity and Discipline 

In January 2025, Cindy stepped into her current role as Vice President, Innovation, Marketing and Growth Strategy at Aperia Corporation, based between Connecticut and Boston in the United States. Her work involves advising chief executives and leadership teams on growth direction, market clarity, and organisational alignment. Many of these engagements take place through fractional or interim project-based roles, where focus and speed matter. 

Cindy’s role centres on reducing friction between strategy and execution. She builds commercialisation roadmaps that align Product, Sales, Marketing, and Finance around shared revenue goals. She designs go-to-market systems, value propositions, and pricing frameworks that help organisations enter new markets and build service lines with confidence. 

Her work also extends to leadership coaching. Cindy supports executive teams in improving decision speed, cross-functional cohesion, and execution discipline. She understands that growth stalls when roles feel unclear or priorities compete. Through structured frameworks, she helps leaders regain focus and confidence. 

Turning Insight into Daily Action 

One of Cindy’s defining strengths lies in translation. She translates insight into operating models, dashboards, and cadence tools that teams actually use. These tools support daily decision-making rather than sitting unused in reports. This practical mindset helps organisations move from discussion to action. 

Her outcomes reflect this approach. Cindy helped double the qualified pipeline within twelve months for a growth-stage client. She supported leadership teams by reducing ambiguity through role clarity and strategic prioritisation frameworks. She also enabled successful launches of new offerings and supported expansion into adjacent customer segments. 

These achievements came through steady progress rather than dramatic gestures. Cindy values rhythm, accountability, and clear ownership. Teams working with her understand what success looks like and how to measure it. 

Leadership Rooted in Experience 

Cindy’s leadership presence feels calm and deliberate. Years of working within matrixed global organisations taught her the value of influence built through trust. She encourages open dialogue while guiding teams towards resolution. Meetings under her leadership end with decisions and clear next steps. 

Her international background also informs her communication style. She recognises how cultural context influences collaboration and adapts with sensitivity. Respect, accountability, and shared purpose remain consistent values throughout her work. 

Cindy also acts as a mentor to leaders navigating change. She supports those stepping into new responsibilities or managing growth under pressure. Her guidance often helps leaders slow down thinking long enough to choose wisely, then move forward with confidence. 

A Career Built on Consistency 

Cindy’s career demonstrates consistency in values and intent. She focused on learning, execution, and relationships rather than visibility. Over time, this approach built credibility across industries and regions. Growth followed as a natural result of disciplined work and clear thinking. 

Her story offers a reminder that sustainable progress comes from alignment rather than urgency alone. When people share direction, systems support decisions, and customers feel understood, growth gains momentum. 

Today, Cindy continues to support organisations as they navigate change and opportunity. Her work stands as an example of leadership that brings clarity, builds trust, and turns potential into progress through thoughtful action and steady resolve.

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