Our Team
Will Masson
Co-Founder & Executive Director
The Strategic CFO Who Brings Clarity to Complexity
With over three decades of experience as a CFO, executive leader, and strategic advisor, Will Masson is the driving force behind ClarityCounts. His career spans pivotal roles at global firms, including PwC, Grant Thornton, and ASX-listed companies, where he mastered the art of financial transformation, business turnarounds, and profit optimisation.
Through a decade of consulting, Will saw a recurring challenge—business owners struggling to interpret their financial data and make confident, growth-focused decisions. He founded ClarityCounts to bridge this gap, offering SMEs the high-level financial insights traditionally reserved for large corporations.
Will is not just a numbers guy—he’s a problem solver, a strategist, and a trusted advisor. His ability to cut through financial complexity and deliver actionable insights has helped businesses improve cash flow, drive profitability, and build sustainable growth. At ClarityCounts, he brings his wealth of experience to empower business owners with the clarity they need to thrive.
Lee Valentine
Co-Founder & Executive Director
The Leader Who Understands Creativity, Risk, and Reward
Lee Valentine is a leader forged by experience—both in success and failure. Having owned, built, and advised creative firms throughout his career, he understands firsthand the financial challenges, cultural dynamics, and strategic levers that drive profitability in creative businesses. He’s not just an executive; he’s someone who has put his own money on the line, learned from failures, and come back stronger—insights he now shares with ClarityCounts clients.
With deep business experience at an executive level, Lee has helped creative firms scale profitably while maintaining their unique culture. He has a gift for seeing what others miss—whether it’s untapped opportunities, financial blind spots, or the subtle shifts that determine success. A firm believer that clarity fuels confidence, he translates complex financial data into simple, actionable insights that empower business owners to make informed decisions.
Lee is the executive who listens before he leads. He knows how to navigate boardrooms, guide creatives, and turn financial ambiguity into a clear roadmap for growth. At ClarityCounts, he’s committed to helping business owners unlock the full potential of their companies—so they can create, innovate, and thrive with confidence.