From Nielsen Fallout to Choice CEO: Monique Perry's Remarkable Comeback

Monique Perry, the former Nielsen managing director who was dismissed in October after 30 years, has been named CEO of consumer advocacy group Choice. This appointment comes just six months after her acrimonious exit from the media measurement firm.

Perry replaces Ashley de Silva, who left in February to join Guide Dogs NSW/ACT, and becomes Choice's first female CEO since 2003. According to Choice, her appointment follows "a rigorous national search and marks a proud moment" for the company.

Perry's hiring is a significant turnaround after her dismissal from Nielsen, which also saw her husband and colleague Ashley McMahon let go. At the time, she planned to pursue an unfair dismissal claim but did not proceed.

In a LinkedIn post, Perry reflected: "Having spent my whole career with one organisation, the past few months were new and at times daunting. But they were also filled with extraordinary generosity."

Choice's press release quoted Perry as saying the company has "earned something rare and precious – the unconditional trust of Australian consumers, built over 60 years of fearless, independent advocacy." She added: "I have spent 30 years understanding consumers and what media they engage with and what products and services they buy. There is no more important place to bring that understanding than an organisation dedicated entirely to serving the consumers behind the data."

Perry's arrival comes a year after Choice's high-profile investigation into sunscreen SPF ratings, which tested whether products met their advertised claims. Despite the issue being industry-wide, brand Ultra Violette publicly pushed back, drawing more attention. At CommsCon, Choice's director of marketing Mark Blackburn called it "the biggest story in Choice's 65-year history."

Perry will focus on expanding Choice's testing, research, and advocacy capabilities, and leading regulatory conversations that shape consumer outcomes.