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
Jay Shong, CPA (Australia), CA (Malaysia) – CEO
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
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.
Joanna Hew
Head of Information Technology
Joanna is a versatile IT leader with experience in software development, infrastructure, and operational security. She began her career as a software developer at Macrokiosk Bhd and progressed into infrastructure management, led SDLC teams, and helped establish 24/7 service centres. With an MSc in IT in Business and expertise in ISO 27001 certification, Joanna focuses on streamlining operations and driving AI adoption to ensure systems remain secure, scalable, and reliable.
Danielly Lui
Head of People & Performance
Danielly is a seasoned HR professional with over 10 years of experience across multinational corporations, including Huawei and Johnson & Johnson. She brings expertise in Human Capital Strategy and Multi-Entity Operational Management, having managed HR functions for up to 10 distinct entities. At Affintive, she leads the People & Performance division, focusing on employee performance and development with strategic business objectives.
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