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Our associate network

Optima have access to a widely respected range of associates​ who can offer consultancy and advise on subjects outside of our core competencies.  We have worked first-hand with these people and organisations and will only recommend consultants where it will add value to a client.  We'll only ever do this in a very open and transparent way as our reputation is everything.  Your success is our success.

Meet our team of payment specialists

We offer significant specialist consulting experience that can really help your business and your people



Janine Fowles, Consultant, MBA

Law and MBA graduate, CertPay qualified, 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.  

You can contact Janine Fowles at janine.fowles@optima-consultancy.com or find Janine on LinkedIn here.

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.

You can find Paul Lucraft on LinkedIn here.

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.​


You can find Matt Simester on LinkedIn here.

Mark O’Keefe, 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). Corporate experience with M&S Money and Capital One. Member of the PSR panel.

You can contact Mark O'Keefe at mark.okeefe@opt​ima-consultancy.com​ or find Mark on LinkedIn here.

Karen Dodd, Principal Consultant

Qualified CIMA accountant with 13 years client side experience. Specialist in business case modelling, commercial analysis and pricing and proposition development. Previously at TalkTalk, M&S Money and British Airways.

You can contact Karen Dodd at karen.dodd​@optima-consultancy.com or find Karen on LinkedIn here.