Both sides of the table.
Both sides of the corridor.

Dear You.

I know what it feels like to enter a new market from the inside. I immigrated from Taiwan at 11, with no English, into a multicultural Australia. That experience shaped how I see cross-border work. Settling into a new place is never just technical — it is about trust, context, and the desire to understand and be understood.

That is not a metaphor. It is exactly what I do professionally — helping businesses understand the market they are entering before the money is in play.

Twenty-five years later, I’ve been on both sides of that corridor professionally.

I started in banking and management consulting — IBM Australia, eight years at NAB building Asian banking strategy, then Director of ANZ Bank’s Asia Pacific Desk. That gave me a close understanding of how Australian banks, regulators, and commercial networks actually work.

Then I crossed over. Three years at Alibaba Group helping Australian brands like Aesop, Treasury Wine Estates, and Casella Family Brands expand into China across Tmall Global. Then eight years at Ant International, including three as Country Manager ANZ (2022–2025) with full P&L ownership — migrating 24 acquirers onto Alipay+, rebuilding the growth model after COVID disruption, and maintaining every key account through significant market headwinds.

I’m also building my own consumer brands now. The founder side is not abstract to me. I know the difference between a good-looking plan and a decision you have to fund, live with, and explain when it gets hard.

That combination — banking infrastructure, platform execution, and founder reality — is why JW Advisory exists.

I work with a small number of clients because I can only be useful when I understand the real situation. I ask more questions than most advisors. I sit with an unclear answer longer than most. That is not hesitation — it is the discipline that prevents the expensive mistake three months down the line.

I’m not here to make the decision for you. I’m here to help you see it more clearly — including the parts you may not want to hear.