Cinthia Chen is a core member of Boston Consulting Group's Consumer practice in Greater China. 

Cinthia has extensive experience in strategy formulation and operational excellence across multiple sectors, including FMCG, health and beauty, apparel, shopping mall and department store, and digital and e-commerce. She serves both multinational and Chinese companies, providing solutions on topics such as digital transformation and capability building, strategy and organization, and M&A and post-merger integration.

In her recent client work, Cinthia helped a leading Chinese food and beverage company complete its digital transformation strategy and planning, including consumer engagement, brand and product innovation, channel and sales management, and supply chain. She also advised an apparel company on its digital strategy, developing digital initiatives to be implemented into the business, and crystalizing its ecosystem strategy, while reshaping its consumer experience model.


  • MBA, Duke University Fuqua School
  • Bachelor of Industrial Foreign Trade and Automatic Control, Shanghai Jiaotong University.