Ashley de Silva is the Chief Executive Officer of CHOICE, a role he has held since March 2024. With a background in digital innovation and advocacy, Ashley leads a dedicated team that fights to ensure fair, safe and just markets for all consumers in Australia.

Before joining CHOICE, he served as the CEO of youth mental health service, ReachOut Australia, where he led significant growth and innovation to improve outcomes for young people and carers, resulting in numerous awards such as the Good Design Award Gold Winner and Not-for-Profit Technology Innovator of the Year in 2023.

Passionate about systems change and collaboration, Ashley served as Non-Executive Director on the board of Mental Health Australia and as a member of the Global Leadership Council of the eMental Health International Collaborative.

He holds degrees in Business from the Monash University, an Executive MBA from the Australian Graduate School of Management, and a Masters of Science in Positive Organisational Development and Change.