Optalis - Choices for living

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Senior 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 


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 of provider 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 provider services in Wokingham, Windsor, Maidenhead and Abingdon. 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  

vernon nosal - Assistant Director,  Statutory Services

Vernon Nosal is, by profession, a social worker. He has over 30 years' experience of managing social work services and has held a number of senior operational and strategic roles in adult social care in a number of local authorities.

Vernon manages the services that provide assessment and brokerage of care for older people, adults with a disability, people with mental health issues and those with a learning disability. He also manages those services that provide oversight of quality and safeguarding where this is being provided. Vernon is committed to ensuring that high practice standards are represented across his services in order that people receive a service that is professional, person centred and caring. Vernon is the Caldicott Guardian for Optalis.

Tel: (01628 68 2906)                   EmailVernon.nosal@rbwm.gov.uk


Deanna specialises in Governance, Compliance Risk and Quality having supported and led improvement and change programmes across the health sector since 2008. She is experienced in delivering sustainable models tools and frameworks to both health, private health and social care settings, including Berkshire Healthcare NHS Foundation Trust, HCA, Wexham Park and Hinchingbrook Hospitals.

Deanna joined Optalis at the end of April in 2018 as the Head of Governance, driving the governance, compliance, risk and quality for the organisation. She says, "It is a great company to work for, and being part of something I can help grow is very important to me."

Tel:  07831 382 955                   Email: deanna.mason@optalis.org


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