Alan Crawley

Alan Crawley is the current CEO of Optima Partners, a consulting and data science company based in Edinburgh with offices in London and Bristol. Alan has over 16 years of experience in the industry, including 10 years as a director at Sophron Partners Limited, where they specialized in customer transformation programmes in retail financial services, telecoms, and direct retailing.

Under Alan's leadership, Optima Partners has become a leading challenger company in the field of customer-driven innovation, customer strategy and interaction optimization, and transformation for large enterprises. The company draws on Alan's considerable expertise and experience in commercial disciplines, data engineering and advanced analytics, including artificial intelligence and machine learning, to design and deliver practical business solutions for complex consumer challenges in the financial service, energy, telecommunications, and health markets.

In addition to their work at Optima Partners, Alan is also a board director with specialist expertise and experience in large customer transformation programmes in retail financial services, telecoms, and direct retailing. Alan was an innovative start-up incubated and formed inside the McKinsey Business Technology Unit in London. It was spun out in 1999 as an independent company and established itself as a leader in the use of data science and customer-focused marketing technology to drive exceptional value for customers. It was sold to CACI in 2006.

Alan Crawley has an Executive Education from the Royal College of Art, an MBA from the University of Edinburgh, an MSc from Birkbeck, University of London, and a Bsc (Hons) from the University of West Scotland. Alan also has a Fellowship from the Institute of Data & Marketing (IDM).

The team that Alan Crawley works with is the executive team. The people who report to Alan Crawley are the people who hold the positions of Innovation Practice Director, Experience & Innovation Director, CFO, Chief Data Scientist, Client Engagement Director, and Transformation Director.