Empowering SME and growth-stage owners to navigate growth, change and complexity
Who we work with
We are passionate about supporting and helping scale:
SME sand growth-stage ventures in non-financial industries, including FMCG, retail, logistics, manufacturing and eCommerce.
Revenue range: HK$2 - 50M in sales, without a full-time CFO but ready for strategic financial leadership.
Businesses facing uncertainties: margins are under pressure, cash feels tight, people are stretched or exit plan is unclear.
Driven founders and CEOs who value hands-on and tested expertise, share our core values of trust, partnership, and results, and are ready to take decisive action to fully realize the value of their life’s work.
We bring experience, judgement and commercial scars. That experience matters
Curated Financial Leadership Solutions
We deliver reliable, consistent results through transparent, value-based pricing — giving you faster, smarter financial solutions tailored to your business needs.
If your business feels stuck - growing revenue without growing profit, losing control of cash flow, or unsure what move comes next - partnering with LionRock CFO Advisory is the right choice.
Financial Oversight
Monthly financial report and cash flow projections for clarity and control.
Forecast Leadership
Drive financial strategy and scalable forecasting for confident decision-making.
Commercial Negotiation
Lead pricing, sales, and vendor contracts to optimize profitability and working capital.
Strategic Alignment
Partner with CEOs, Boards, and executives to sync finance with growth goals.
Business Exit Planning
Guide transactions/ exits and investor relationships for seamless execution.
Not Offered
Fundraising (limited capacity); bookkeeping & accounting cleanup, company secretary or tax returns
Why Us?
Our productized CFO services center on three unshakable core values - our personal promises to deliver high-impact partnership for your growth or exit.
Integrity first: We prioritize transparency and ethical decision-making as your dedicated confidant.
Versatile partnership: We offer hands-on collaboration and tested solutions across strategy, commercial finance, and growth phases - leveraging broad experience to act as a seamless extension of your team.
Results-drive focus: We commit to delivering scalable systems and driving strategic financial outcomes, from cash flow optimization to forecasting - empowering you to achieve ambitious milestones.
We partner with a select few clients to deliver exceptional results and personal attention for maximum impact
Proven Project Impact
Startup Scale from 0-1
Led fundraising, built Finance & HR functions for a food & beverage startup, enabling rapid, sustainable early-stage growth
Sales & KPI Framework
Designed and implemented a sales-to-invoice process, real-time sales and KPI tracker to deliver full performance transparency for a new Retail Media venture.
Process Reengineering
Streamlined finance and contract workflows, enhanced vendor compliance for smarter, growth-ready decisions.
Brand Pricing Strategy
Crafted and executed multi-brand, multi-market pricing strategies, driving revenue growth across Asia Pacific.
M&A Lifecycle Support
Led complex, end-to-end mergers & acquisitions – spanning due diligence, valuation, negotiations, and post-deal integration.
About LionRock
Headquartered in Hong Kong and with nearly 20 years of progressive finance, strategy, and M&A leadership across “Big 4” accounting firms, Hong Kong SMEs, listed companies, and APAC offices of global MNCs, we bring battle-tested and expertise to your business.
Diverse Leadership Experience
We have partnered with founders, C-suites, and MBB consultants across industries including FMCG, retail, logistics, and eCommerce.
Recent Impact as APAC CFO
Most recently, as APAC CFO for a CPG business under US$80M in sales, we led both Finance and HR functions, driving growth and operational excellence.
A chartered accountant with the Hong Kong Institute of Certified Public Accountants, we’re ready to help you to become the hero of your own story.
