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Optima was founded in 2007 by Mark O'Keefe and has continued to grow as a professional consultancy practice renowned for excellence in client delivery and service. Optima works for some of the largest financial brands across Europe, chosen for our deep knowledge of payment schemes and our team of experienced senior consultants. We're obsessed with payments, from cards to mobile wallets and digital payments.
Strategic Alliance
Optima formed a strategic alliance with PCL (Piran Consulting Limited) in 2016, formalising the long-standing relationship between the two companies built over many years.
The partnership brings together complimentary areas of expertise in the rapidly moving payments landscape. The combined practice has vast experience with key brands in the payments ecosystem including issuers, acquirers, payment networks, PSPs, retailers and mobile operators. PCL bring other market expertise including market and product entry specialism, strategy and insight and partnership development.
Mark O'Keefe, Founding Director
Mark O'Keefe, Founding Director
Founding director of Optima Consultancy, operating across commercial finance, strategic change and business transformation. 20+ years in the payments industry and a fellow of the Chartered Institute of Management Accountants (CIMA). He has a portfolio of other roles past and present: Non-Executive Director at Aspire FT UK Limited; a member of the PSR Panel; Non-Executive Chair of PIPO Service Limited (ByteDance); an advisor for the Consultative Group for Liz Coll, in Elizabeth Helen Coll v Alphabet Inc.; an Ambassador for the Payments Association and a trustee for the M20 Learning Trust (including chair of the Audit & Risk Committee).
You can contact Mark O'Keefe at mark.okeefe@optima-consultancy.com .
Matt Simester, Strategic Partner
Matt Simester, Strategic Partner
Director of Cards and Payments at PCL, his expertise covers payments strategy, regulatory management, partnership development, value proposition development, retail payments and bench-marking.
Janine Sinnott, Consultant
Janine Sinnott, Consultant
Law and MBA graduate, +10 years consultancy experience. Passionate about digital technology with experience in digital commerce, commercial analysis and project management. Previously at JD Williams as Conversion Rate Optimisation Executive for Simplybe.com.
Paul Lucraft, Associate Consultant
Paul Lucraft, Associate Consultant
Over 25 years’ experience in financial services, spanning Finance, Credit and Fraud Risk, Banking and payment cards. A specialist payments and risk consultant and chartered accountant, previous employment includes credit risk strategy at TSB and General Manager UK and Ireland at MasterCard.
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