Optalis - Choices for living

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Management Team


Martin has been involved in the health and social care sector for more than 20 years, working at senior and CEO level for a variety of commercial and charitable organisations including Sunrise, Bupa and Turning Point, as well as working with, and running, Local Authority Trading companies.

Martin will be working with his colleagues to build on the achievements of Optalis during its 6 year history, set and deliver the future strategic direction of the organisation and to make sure we deliver a safe service that makes a positive impact on those we support, delivered by passionate and inspired people.


Tel: (0118) 977 8614                 Email: martin.farrow@optalis.org 

Athena Davies – Human Resources Director

Athena has the overall responsibility for the HR function through the organisation which includes recruitment, mentoring, policy compliance and development.  Her role is to help maximise the effectiveness of the organisation by aligning people management with Optalis business culture.  Her remit includes ensuring the HR service is efficient, effective and delivers the highest level of customer satisfaction.  She provides coaching and mentoring support, which includes specialist HR advice, and is based on best practice.  Optalis is very much a people-based organisation and HR supports and enables the business to be successful going forward.

Athena’s early career began in the Civil Service Commission as a Personnel Officer and progressed to HR generalist at management level within various companies in the manufacturing, retail and IT sectors before joining Optalis.  

Tel: (0118)  977 8611    Email: athena.davies@optalis.org


Alan joined Optalis in 2015 with the role of supporting the business with all financial matters and driving enhanced profitability. He brings to Optalis a wealth of experience of commercial management, strategic vision and decision-making in a complex environment.

Tel: (0118) 977 8623                 Email: alan.rawlings@optalis.org  

helen woodland - assistant director, regulated services

Helen Woodland has an extensive background working in social care, having held several senior operational roles within the private sector. Helen is currently responsible for overseeing regulated services provision in the local community of Wokingham. Her role is to support, lead and direct managers to deliver high quality services to some of the most vulnerable people living within the local community, always aiming to ensure that the CQC’s five key lines of enquiry are met or exceeded.

Tel: (0118) 977 8625                 Email: helen.woodland@optalis.org  


Russell is responsible for managing community services at Optalis encompassing Learning Disability, Independent Living and Supported Employment services and for ensuring our full compliance in care and support and health and safety across the organisation. His team also delivers data analysis to inform business decisions intelligently.

Tel: (0118) 977 8625 8612                 Email: russell.day@optalis.org  

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