Cherson
STRATEGIC ADVISORY & INVESTMENT
Where deep
experience meets
bold thinking.
Cherson is a boutique advisory and investment firm operating at the intersection of strategy, organisational development and health & wellness. Founded and led by Jeff Sher — a former CEO, Managing Director and retail architect — we bring operator-grade insight to every engagement.
Built on a career of building things
ABOUT CHERSON
Cherson is a boutique strategic advisory and investment firm founded by Jeff Sher — one of Australia's most experienced executives in the pharmacy, health, wellness and retail sectors. The firm's name reflects a deeply personal commitment: bringing the character and conviction of a long career to every engagement, rather than the formulaic advice of a large consulting house.
Jeff's background spans more than two decades as a CEO, Managing Director and board-level executive. He was the architect of the Priceline Pharmacy model and served as CEO of Australian Pharmaceutical Industries (API), one of Australia's largest health and beauty businesses. That experience — operating businesses at scale, navigating private equity and public market disciplines, and building organisational capability under pressure — is the foundation on which Cherson advises its clients.
Today Cherson operates across three interconnected practice areas: strategic advisory and consulting, direct investment in health and wellness businesses, and organisational development. Clients range from growth-stage founders to established retail and supply chain organisations seeking transformation at the leadership and operational level.
Operator insight
not just analysis
WHAT MAKES CHERSON DIFFERENT
Most consultants advise from the outside. Jeff Sher has sat in the chair. He has run P&Ls, managed boards, led through turnarounds, navigated private equity expectations and built high-performing cultures inside organisations operating at significant scale. This lived experience shapes every recommendation Cherson makes.
We combine a high-EQ leadership style — one that engages the head and the heart of every stakeholder — with rigorous financial and operational discipline. The result is advice that is both strategically sound and practically executable.
We also bring a rare tripartite lens: as a consultant, Jeff advises on strategy and execution; as an investor, he understands what growth capital demands; and as an organisational development specialist, he ensures that culture and capability keep pace with ambition.
Three practices.
One integrated view.
Our service offer is deliberately focused. Rather than a broad menu of generic consulting products, we engage deeply in areas where our track record is demonstrable and where the potential impact for clients is greatest. Every engagement is bespoke.
Advisor & Consultant
Strategic consulting grounded in decades of operational leadership. Cherson helps organisations define their strategic intent, align their resources and execute with confidence across retail, pharmacy, health and supply chain sectors.
Investor
We are an active strategic investor in the pharmacy, health and wellness market segments. Ourinvestment approach is hands-on, bringing both capital and operational expertise to businesses with high-growth potential.
Organisation Development
Building the organisational capability to sustain growth is Our most distinctive capability. This means working on culture, leadership, structure and systems — ensuring that the people side of the business is genuinely fit for what comes next.
