At Affintive,
we believe in fostering long-term
financial growth.
Founded in 2019, Affintive was born from the vision of providing businesses with access to expert financial guidance, going beyond traditional accounting services.
At Affintive, we believe in building strong partnerships with businesses like yours to achieve sustainable growth. Our team of experienced professionals provides expert financial guidance and data-driven insights to help you navigate any stage of your business journey – from startup to established company.
Our People
Real results start with real leaders
Jay Shong, CPA (Australia), CA (Malaysia) – CEO
As a qualified CPA (AU) and CA (MY with over a decade of experience in Corporate Management Accounting & Finance, Jay has a deep understanding of the financial complexities businesses face.
His career journey includes a significant tenure with Intercontinental Hotel Group (IHG) and subsidiaries of UMW Oil & Gas Bhd., where he honed his expertise in financial management, operational efficiency, and strategic planning.
Jay’s commitment to excellence extends beyond his role at Affintive. He is an alumnus of the prestigious CFO Program at London Business School, further enhancing his strategic vision and leadership capabilities. He also actively contributes to the development of future finance leaders by mentoring aspiring CPAs through CPA Australia.
Christabel Hew – COO
Christabel is a seasoned C-suite executive with over 20 years of experience in driving business success. A Certified Innovation Leader with a Human Development degree, she brings a unique blend of strategic thinking and human-centric leadership to her role as COO of Affintive.
Throughout her career, Christabel has demonstrated a proven ability to optimize business operations and drive growth. As a former Head of Operations at Orangeleaf Consulting, she successfully initiated and led key departments, propelling company expansion. Her leadership roles at Macro Kiosk Berhad further solidified her expertise, encompassing Chief Alliance Officer, Chief Innovation Officer, and Chief Regional Officer.
Tash Leng, CPA (Australia), CA (Malaysia)
Head of Accounting & Finance Operations
Tash is an experienced finance professional with over 15 years of experience across public listed companies, multinational corporations, and property development. She brings expertise in Management, Financial Accounting, Business Strategy, Consolidated Financial Statements, and Change Management, with key roles in group finance and audit at KPMG Singapore and PwC Malaysia.
Hwei Mynn, CPA (Australia)
Head of Business & Finance Transformation
Hwei Myn is a CPA (Australia) qualified finance professional with over 10 years in Financial Planning & Analysis, Commercial, and Corporate Finance. Her career spans globally recognised companies, including Danone, Heineken, Mondelēz, and Amazin’ Graze, where she built a strong track record in driving profitability through data-driven insights and operational efficiency.
Jo Yee
Head of Marketing & Communications
Jo Yee is a marketing and communications professional with over 10 years of experience leading initiatives across AirAsia, Google, Lazada, and other global and regional organisations. She brings expertise in strategic marketing, community engagement, and program management, underpinned by a BSc (Hons) in ICT and an MBA, combining technical and business insights to deliver impactful campaigns.
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