Optix announces strategic appointments for new Executive Leadership Team

Exeter-based creative and digital marketing agency Optix Solutions has made two key hires to support future growth plans.

Candice Short joins as Operations Director, bringing 15+ years of industry leading skills from brand management and design to business strategy from her work in London and the South West with agencies including Illumination, Design Bridge and Bray Leino. She also ran a successful SME for 3 years. 

Growth Director, Ali Newton has extensive experience of building and leading sales and marketing teams to deliver revenue growth through data-driven, strategic leadership. Prior to her appointment at Optix, Ali was Commercial Director at Exposure Ninja. She has also worked in market research for major brands such as John Lewis and Schuh.

They join Design Director, Paul Lawrence who has already won his Optix stripes, having joined the business in 2022. His previous experience with digital and UI/UX design for major brands including Virgin Media, Nvidia, OYO Rooms and Sony PlayStation has transformed Optix’s suite of services, attracting new national and global clients.

The three form the company’s new Executive Leadership Team (ELT), which will manage the day to day running of the business, including strategy planning and standard setting. This move represents the biggest internal shift for the marketing specialist, which was founded 25 years ago by Alastair Banks and James Dawkins who continue as owners and Board members.

Optix Solutions MD, Rob Stevens says “We’re delighted to welcome Candice and Ali to the business at this critical point in our business development.

“Their appointments, and the implementation of the ELT, are designed to provide the foundation for our planned future progression, which we believe will make a real noise in the world of marketing and resonate with clients looking for long-term, profitable relationships with their agency partners.”