About — Pack Consulting & Advisory

Our Story

The conviction that built Pack.

Pack Consulting & Advisory began as an experiment in what advisory could look like without the machinery of a global firm. Our founders — veterans of technology, finance, and strategy — had each spent careers at the intersection of complex problems and consequential decisions. They had sat across from clients and known, more than once, that the advice being delivered was shaped as much by billable hours as by strategic truth.

So they built something different. A firm where every engagement is carried by a partner, not delegated to an analyst. Where the work begins with genuine curiosity — about your business, your market, your constraints, and your aspirations — before a single recommendation is made.

We grew through referrals, which tells you something about how we work. Our clients are executives and founders navigating defining moments: a digital transformation that can't be botched, an acquisition that needs to create lasting value, an AI strategy that has to move beyond the boardroom, or a leadership gap that requires a senior executive with immediate impact. These are not moments for templated thinking.

"Our goal has never been to be the largest firm in the room. It has been to be the most essential one."

Today, Pack works with business leaders across the technology, fintech, mobile, and blockchain sectors — organisations where the pace of change is relentless and the margin for strategic error is thin. We bring the experience of advisors who have worked in these industries, not just consulted to them.

Our Reach

Based in Canada, with completed engagements in more than 20 countries. We go where the work demands.

Our Model

100% partner-led engagements. No bait-and-switch. The people you meet in the pitch are the people who do the work.

Our Sectors

Technology · Fintech · Mobile & Cellular · Blockchain · Digital Media · SaaS & Cloud Platforms

Fractional Leadership

We are regularly engaged as fractional or interim CMOs, CFOs, and CPOs — providing senior executive depth for organisations that need it most.

What We Stand For

The principles that guide every engagement.

Listen First, Always

We believe the most important thing an advisor can do is understand before they advise. We ask hard questions, sit with ambiguity, and earn the right to have a point of view.

Honest Over Comfortable

Our clients don't pay us to tell them what they want to hear. We deliver direct, evidence-based counsel — especially when it is difficult — because that is where the value lies.

Outcomes, Not Outputs

Decks are not deliverables. We measure our success by what changes in your organisation — decisions made better, capabilities built, value created that endures beyond the engagement.

Partner Accountability

Every engagement carries partner accountability. There is no insulation layer between our senior expertise and your organisation — the people you engage with are the people delivering the work.

Intellectual Rigour

We bring structured thinking, data discipline, and deep industry knowledge to every mandate. Our recommendations are earned, not assumed — built on evidence and stress-tested against reality.

Long-Term Partnership

We build relationships, not transactions. The measure of a great advisory relationship is not the quality of a single engagement but the compound value created over time — and we invest accordingly.

Leadership

The team behind every engagement.

Our partners bring deep, complementary expertise — and a shared commitment to work that makes a genuine difference for the organisations we serve.

Fractional CMO

Justin Cheung

Technology & Marketing Strategy

Justin brings extensive experience advising technology firms on go-to-market strategy, product positioning, and digital transformation. A former technology executive with deep roots in consumer electronics and SaaS, he helps organisations translate technical innovation into market leadership and measurable business outcomes. Justin is regularly engaged as a fractional CMO, providing senior marketing leadership for high-growth technology companies that need executive-level capability on a flexible basis.

Fractional CFO

Jasper Lin

Finance & Business Design

Jasper combines deep financial expertise with a systems-level approach to business design. He specialises in helping organisations optimise their financial architecture, allocate capital with strategic intent, and redesign their operating models for resilience and scale. Jasper serves as fractional CFO for companies navigating growth inflection points, providing the financial leadership and structural discipline that ambitious organisations need without the full-time overhead.

Fractional CFO

Andrew Leung

Accounting, Tax & Finance

Andrew provides clients with the financial clarity and structural discipline that underpins sound strategic decision-making. With a background spanning public accounting and corporate finance, he advises on tax strategy, accounting systems, financial health reviews, and capital structure. Andrew is frequently engaged as a fractional CFO or Controller, providing senior financial leadership for high-growth technology companies and start-ups navigating their first institutional capital raises or periods of rapid scale.

Fractional CPO

Abbas Fazalbhoy

Product Marketing

Abbas specialises in product marketing strategy and brand architecture for technology-led businesses. He helps organisations define and articulate their value proposition with precision, build compelling go-to-market narratives, and execute launches that move markets. Abbas serves as fractional CPO for technology and blockchain companies seeking the product strategy leadership and market positioning expertise needed to break through in competitive sectors — without the full-time executive commitment.

Built differently.
By design.

The conviction that built Pack.