Meet the team

Adam O’Neill, Founder

Adam is the Founder of Asia Advisory, an Australian based startup focused on building people-to-people links across Asia.

He has worked with International clients, Government bodies, and business institutions such as the Australia-Korea Business Council, Goldman Sachs, LG Electronics, LVMH, Red Bull, Rolex, Unilever, Westpac, and Tourism Australia.

Adam’s area of focus is Digital Marketing and Tourism and he’s working with Australian Tourism businesses to attract, retain and grow their clients from Asia. Adam’s hobbies include Sailing, Travel, and Photography.

Adam’s career highlights include meeting Bill Gates and Paul Allen, the Microsoft co-founders and travelling around the world two and a half times by sea onboard the Motor Yacht Octopus.

Adam holds a Bachelor of Commerce, majoring in Marketing and Organisational Psychology from Macquarie University Sydney and studies Korean at the Korean Cultural Centre, Sydney.

SJ Yang, Advisor

SJ is an Advisor at Asia Advisory and an Academic researcher at Macquarie University in Sydney. She is passionate about cross-cultural management research in relation to competitiveness, work ethic and human capital. SJ published her first co-authored paper ”Work ethic formed by pedagogical approach: evolution of institutional approach to education and competitiveness” in the Asia Pacific Business Review while studying an MBA at UTS Business School, Sydney.

SJ has also completed a Masters of Research Degree at Macquarie University. Her thesis topic was “The role of Confucianism in driving work ethic” which was focused on East Asian Philosophy with Work Ethic. As a result of this Master Thesis, SJ has received an Australian Government funded Research Training Program Ph.D. Scholarship, and she is currently studying her Ph.D. and teaching undergraduates at Macquarie University.

SJ has worked for multinational organisations in the hospitality industry (Hilton Hotels & Resorts and Fraser Suites) and has provided cross-cultural consulting services to organisations such as LVMH, City of Sydney and Transport NSW.

Lexie Zhang, Marketing and Research Intern

Lexie is the Marketing and Research Executive intern at Asia Advisory. She comes from Shanghai, China and her story began 12 years ago when travelling to Australia with her family. She was really impressive by the gorgeous scenery and nice local people so she decided to come to Australia again for further study two years ago. 

Lexie has completed her Master of Professional Accounting (Extension) at UNSW. Moreover, She is keen on digital-marketing and the story behind the business data. 

Lexie has market research experience for NGO and technology startup. She is passionate about using business mind to solve marketing problems.