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Optima Partners work across sectors with many clients to deliver value and build enduring relationships with customers. In a dynamic, digital landscape, Design Thinking transforms even the world’s largest brands, giving them tools to succeed.

People are always at the core of our approach. We’re able to draw from decades of industry experience, thought leadership, data science and the latest technology to deliver increased profitability, based on astute customer insight.

What we believe


Our Mission

Helping businesses deliver customer-centric transformation.


Our Vision

To create value and build enduring relationships.


Our Values

With people and expertise at our core, we’re led by value and driven by data.

We foster an ethical workplace that supports diversity, inclusion and sustainability.

Leadership Team


Karen Thomas-Bland

Non-Executive Chair


Alan Crawley

Chief Executive Officer


Justine Muir

Chief Financial Officer


Chris Foley

Chief Data Scientist


Murray Allan

Director of Customer Strategy & Engagement


Ross Robinson

Director of Design & Transformation


Our big idea

Transformation by Design

Optima’s Transformation by Design approach integrates state-of-the-art techniques from the latest in design thinking, systems thinking, outcome-driven innovation and data sciences to deliver cutting edge commercial practices.

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How Optima enabled OVO to deliver operational changes by leveraging technology

Optima assisted OVO with the identification, implementation and adoption of a new work management system which fundamentally improved collaboration, transparency and visibility.

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