CHOICE has announced that Ashley de Silva will resign as CEO of the advocacy group.

Co-Chair Nic Cola says under Mr de Silva’s leadership, CHOICE has continued to make a strong impact for Australian consumers.

“During a period of significant change – including major cost-of-living pressures across the country – CHOICE has strengthened its role as a trusted, independent voice and delivered meaningful change to benefit consumers in Australia,” he says.

Co-Chair Fiona Jolly says Mr de Silva has also focused on strengthening the organisation’s foundations.

“This has included improving organisational stability, substantially delivering a significant technology transformation to modernise our core systems, and helping reset our culture around our values of Truth, Help and Impact,” she says.

The board thanks Mr de Silva for his dedication in guiding CHOICE through this period of modernisation.

Mr de Silva says CHOICE is an exceptional organisation, and it has been a privilege to serve as CEO.

“The past few years have delivered many wins for consumers and positioned the organisation for the future,” he says.

“With the digital transformation well advanced and organisational performance strengthened, I have decided this is the right time to step down and support a smooth transition. I’m grateful to the board and the team for their support.”

Mr de Silva will continue to serve as CEO until 26 February 2026. The board will shortly commence the search process for a new CEO.