The Team

Aaron Chan
CO FOUNDER & DIRECTOR

Aaron is a co-founder and director of Upstart Advisory. Aaron has close to 15 years of experience in finance, strategy and consulting. He started his career in the Private Clients Division of PricewaterhouseCoopers and was there for 10 years before starting Upstart Advisory.

He has vast experience across financial strategy, structure, process improvement, business scaling and M&A. His passion is working with fast paced companies that are striving for growth.

Aaron holds a Bachelor of Commerce (Accounting/Management) from Melbourne University. He is also a certified Chartered Accountant (CA).

Benson Siong
CO FOUNDER & DIRECTOR

Benson is a co-founder and director of Upstart Advisory. Benson started his career as a property & commercial lawyer, but later transitioned into the employment law and HR space. 

With over 13 years of experience in commercial advisory, employment law, internal process improvement, workforce structuring and planning, recruitment and HR management, Benson has a proven track-record of successfully helping businesses build a strong platform for growth.

Benson graduated from the University of Melbourne with a Bachelor of Commerce (Finance/Accounting) and a Bachelor of Laws (Honours).

Cherise Lee
MARKETING DIRECTOR

Cherise is a Marketing Director at Upstart Advisory. Starting her career in digital advertising in a NASDAQ listed company, Cherise has progressively evolved into an expert on corporate branding, sales and marketing strategies.

With over a decade of experience in marketing, Cherise has gained a wealth of experience across various industries including property development, real estate, hospitality and start-ups, etc. Her passion lies in creating stories, igniting ideas and strategic planning for brands.

Cherise graduated with a Bachelor of International Business and Marketing.

Maddie Grant
SENIOR ADVISOR

Maddie Grant is a Senior Advisor at Upstart Advisory. Maddie started her career at PricewaterhouseCoopers, working with clients from a multitude of different industries including retail, finance & not-for-profit. She has had 10 years experience working for businesses of varying scale from a small startup to a large ASX listed company with a $2.5 billion dollar turnover.

Maddie acts as an outsourced Finance Manager for a diverse portfolio of clients in retail, hospitality, professional services and manufacturing industries. She specialises in financial reporting, budgeting, financial strategy, operational improvement and systems integrations such as XERO, Deputy and DEAR inventory.

Maddie has an entrepreneurial mindset and passion for guiding business growth through process improvement and developing achievable financial goals.

 Maddie graduated from Monash University with a Bachelor of Commerce (Accounting) and holds a Chartered Accountant (CA) qualification.

Will Harris
SENIOR ADVISOR

Will is a Senior Advisor at Upstart. After earning his stripes in assurance and advisory at PriceWaterhouseCoopers, Will proceeded to diversify his experience by working at an advisory company in New York and then returning to assist PointsBet through the start-up phase and ultimately to a successful ASX listing.

Will has nearly 10 years of finance, accounting and operational improvement experience and is passionate about adding value to businesses through innovative thinking and strategic opportunities. Will looks for new and efficient ways to implement processes and solve problems by bringing fresh solutions. 

Graduating from the Monash University with a Bachelor of Commerce (Finance/Economics), Will is also a qualified Chartered Accountant (CA).

Amanda Chan
SENIOR ADVISOR

Amanda is a Senior Advisor at Upstart. Having built her career in assurance at KPMG, Amanda moved into industry at a large ASX-listed company as a key finance team member leading business transformation and systems integration projects, financial reporting, management reporting and analysis, and external compliance.

Her 10 years of accounting, finance and operational improvement experience also includes 2 years of international experience working in the UK.

Amanda has a passion for partnering with business owners and leadership teams as an outsourced-CFO to provide insightful financial analysis and strategic recommendations. Graduating from the University of Melbourne with a Bachelor of Commerce, Amanda is also a qualified Chartered Accountant (CA).

Marc Woodward
SENIOR ADVISOR

Marc is a Senior Advisor at Upstart. His professional journey began in Assurance at BDO and then PricewaterhouseCoopers, where he gained exposure to the finance operations of a diverse client base.

Marc relocated to the UK in 2016 for a period of two years. During this time, he worked with global organisations in the services and technology sectors leading system implementation projects, financial reporting activities and SOX compliance.

Marc is passionate about business partnering across functions and using data-driven insights to add value and support decision making.

Marc graduated from the University of Queensland with a Bachelor of Commerce (Finance/Accounting) and is a qualified Chartered Accountant (CA).

Ashley Noye
ADVISOR

Ashley is an Advisor at Upstart Advisory. Ashley began her career in a professional services firm in Brisbane, managing a portfolio of clients across an array of industries such as hospitality, manufacturing, construction and retail. 

A Xero certified advisor, Ashley has over 6 years experience with numerous APIs, cloud software conversions and integrations. She has a keen interest in helping clients to utilise systems & technology to improve efficiency for sustainable business growth. 

Ashley graduated with Distinction from Queensland University of Technology with a Bachelor of Business (Accounting)/Bachelor of Media & Communication. Currently, Ashley is studying to finalise her BAS Agent registration. 

Joyce Chan
ASSISTANT ACCOUNTANT

Joyce Chan is an Assistant Accountant at Upstart. Joyce started her career as a bookkeeper in the professional services industry for small businesses and further to international agencies.

Joyce has nearly 10 years of experience in end-to-end bookkeeping and accounts management dealing with accounts payable and receivable, payroll and everyday reconciliations within business bank accounts, trust accounts, intercompany accounts to audit compliances. 

Joyce has a wide range of experience with various accounting and financial software such as Xero, MYOB, Salesforce, Coupa and MediaOcean. She has a passion for learning new systems and improving financial processes.

Joyce graduated from Swinburne University with a Bachelor of Commerce in Account and accredited Financial Services certification.

Sarah Moynihan
Assistant Accountant

Sarah is an Assistant Accountant at Upstart. Sarah completed her Diploma in Accounting and Business from the Griffith College in Dublin, Ireland and built her career in her hometown before taking her talents to Melbourne, Australia.

Across her career in Ireland and Australia, Sarah has developed a well-rounded skill-set in bookkeeping, accounts management and administration, accounts receivable and credit control.

We are a team of problem solvers passionate about servicing our clients and providing sound advice. We are not only a strong team within, but an extension of yours.