The team at Cassia are Asia investment specialists with talents in deal origination, post-transaction portfolio management, operations, and brand building.

It’s important to bring new ideas to the table though, so along with the more traditional skill-sets, we provide partnership and expertise in growing desirable brands.

We’re a youthful team, yet between us have built up a strong track-record after high-profile roles at JP Morgan, KPMG, Baker Tilly, Deloitte, First Eastern Investment Group, and PwC. And while Cassia has its roots in Asia, we’re experienced in working in key markets all across the globe.

Who we are

  1. Faris Ayoub
  2. Tom Pugh
  3. Emil Chung
  4. Winny Liu
  5. Paul Etchells
  6. Mark Parker
  7. Jake Astor
  8. Kiki Lai
Operational Advisor

Paul is a member of the Investment Committee and helps oversee operational improvements at our brands as well as providing a supporting role to board members at portfolio companies.

Paul has over 30 years of experience in operations and financial management. Paul recently retired from The Coca-Cola Company where he held various roles including President of Coca-Cola China and Deputy President of Asia Pacific (including Japan). Prior to Coca-Cola, Paul spent 20 years with the Swire Group in Asia where he covered numerous managerial roles within the conglomerate.

Paul currently serves as an Independent Non-Executive Director for the boards of Swire Pacific & Samsonite International.

Paul is a fellow of the Institute of Chartered Accountants in England & Wales and holds a BA and MA from the University of Leeds.

Paul Etchells