Built for ambition. Backed by strategy.
About
Milestone Advisory
Milestone Advisory is a specialized accounting and financial consulting firm, offering strategic financial leadership and expert advisory services. With a team led by seasoned CFOs and CPAs, we provide comprehensive financial solutions tailored to businesses across various industries. Our expertise spans financial reporting, compliance, operational strategy, and business growth planning. Data-driven insights to drive profitability and operational efficiency.
Meet the Team
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Joe Choi, CPA, CMA
PRINCIPAL
Joseph is a strategic finance executive with over 15 years of experience driving growth, profitability, and financial discipline across high-growth and regulated industries. Prior to founding Milestone Advisory, he served as Head of Finance for a multi-state manufacturer and distributor in the U.S., where he led initiatives that scaled revenue by 61% over two years and turned EBITDA from a significant negative to positive within the first year. He developed segmented P&L reporting by state, enabling granular financial insights across diverse regulatory environments, and executed cash flow and tax strategies that significantly improved financial performance and compliance.
Previously, Joseph held financial executive roles at Red White & Bloom and TerrAscend, where he led IFRS- and GAAP-compliant reporting, post-merger integration, and the execution of a reverse takeover (RTO). He directed the companies’ financial audit processes, ensuring accuracy, transparency, and compliance across multiple entities. He also built finance teams from the ground up, implemented ERP and reporting systems, and developed investor-ready financial infrastructure to support audits, board reporting, and capital market activity across North America.
A CPA, CMA, and graduate of the University of Toronto, Joseph ranked in the top 1.5% in Ontario on the CPA final exams. He is a trusted advisor for founders and executive teams navigating complex financial structures, multi-jurisdiction operations, and capital-intensive growth strategies.
Core Services
Fractional CFO services providing high-level financial guidance and practical solutions without the full-time CFO cost.
Designed to scale with your business, providing accurate reporting, strong internal controls and efficient day-to-day financial operations.
Preparation of financial statements in compliance with GAAP to assist with external Audits and Reviews, banking relationships and raising capital to ensure accuracy, transparency, and adherence to regulatory standards.
Implementation of standard costing to ensure precise cost management, optimize performance, and support informed decision-making for long-term success.
Due diligence, post-merger financial integration, and corporate structuring to maximize shareholder value.
Implementation of rolling cash forecasts, cost controls, and pricing strategies to improve liquidity and margins.
Advanced tax planning, intercompany and transfer pricing, and legal entity structuring to minimize tax liabilities.
Full integration of NetSuite, seed-to-sale software, and custom ERP solutions for operational efficiency.
We design and implement dynamic financial budgets, define strategic KPIs, and conduct ongoing variance analysis to help you stay accountable, optimize performance, and drive data-informed decisions.
Why Choose Milestone Advisory?
AI-Driven Insights & Automation
We leverage AI-powered tools and data analytics to enhance forecasting accuracy, automate routine processes, and deliver actionable insights.
Strategic Focus
We provide financial leadership, not just accounting services, to help businesses scale and sustain profitability.
Proven Cost Saving
Successfully identified, targeted and reduced cost of goods sold by 20% and reduced overhead costs between 10%-25%.
High-Growth Industry Expertise
Hands-on experience navigating complex tax laws, compliance, and investor expectations in cannabis, biopharma, and M&A-driven businesses.
Schedule your appointment
Schedule your FREE session to uncover risks, streamline operations, and unlock growth opportunities with expert financial insight.
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