Defying the Norms: How CFO Danny Ho Transformed Sasa International into an Ethical Industry Star

Danny Ho, Executive Director and CFO for Sasa International Cosmetics, emphasizes the importance of accountants adhering to ethical standards despite pressures to conform. Born in England, Ho trained as an accountant before moving to Hong Kong in 2000. He has a strong background in commerce, numbers, and understanding different industries, leading him to become a Chartered Accountant with a career in audit.

Ho believes that professional ethics are deeply embedded within corporate culture and must be a central part of the organization’s culture. The CFO plays a crucial role in ensuring the business stays true to its purpose and morals, which is part of their personal reputation and embedded in their work. To do so, the CFO must go beyond numbers and have a deep understanding of commercial and cultural aspects.

Company culture is the first thing Ho considers when looking at a business, as it determines how people operate within the corporation and how they engage with outside stakeholders. A sound whistleblowing program is critical, as anonymous anonymity can help employees feel comfortable speaking out. However, whistleblowing can sometimes hinder progress, as many whistleblowers come from vendors, customers, and employees who have left the company.

The relationship between the CFO and the audit committee is also critical for an ethical approach. Ho makes a point of engaging with the audit committee at least quarterly and being transparent with them. He has learned that understanding the culture of a region and the culture of the business is essential, as well as customs and cultural expectations.

Ho recalls a time when pressure to conform to unethical practices was rife within the alcohol industry in China. The leadership team drew a line in the sand over what was and wasn’t acceptable, and the sales team pushed back, believing it would be difficult to grow the business without engaging in the practices that everyone else in the industry followed. In the long term, the strategy paid off, as the company became the “star” of the industry, providing an honest depiction of industry happenings and building a reputation for sound corporate governance.

Ultimately, Ho believes that collective responsibility is key to upholding professional ethics and ethical values, even as organizations face larger targets and more pressure.

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