Aashni Shah is a seasoned optical industry expert with over 11 years of experience spanning digital content strategy within an independent practice and at agency level. Having collaborated with optometrists across the UK, Ireland, North America, Africa, Sweden, and Norway, Aashni appreciates the nuances within optical marketing from region to region. She has led in-person workshops for optical practices across the UK, equipping teams with practical strategies to boost their online presence, drive website traffic, and strengthen brand visibility through content marketing. Her thought leadership has been published in Optician Magazine, where her insights into social media best practices for optical businesses have been widely recognised. Passionate about empowering optical professionals through innovation as the digital landscape evolves, Aashni continues to support practices to enhance their reach and impact online through advanced strategies.

Alice Austin is a Non-Executive Director at Ocuco and has played a pivotal role in the company’s growth since its foundation. In her previous position as Chief Sales and Marketing Officer, she was responsible for all activities and programmes focused on maximising revenue from software sales, and she led the implementation of Ocuco’s global sales and marketing processes, including brand strategies across multiple subsidiaries. Alice’s leadership and strategic vision have been central to strengthening Ocuco’s market position over the years. She holds a B.Sc. in Computer Science and Psychology from University College Dublin, graduating in 1993.

Andrea Chance Hill is an Implementation Manager at OptiCommerce. Andrea is certified in Agile and Prince2 project management methodologies, as well as UX / UI Design and user journey optimisation with 7+ years in eCommerce and Digital Project Management. Andrea is passionate about customer care, adding value for our clients, and specialises in helping optical practices across the UK implement high-performing digital tools that improve both patient experience and support business growth.

Chris has been with OptiCommerce for nearly seven years and leads the digital marketing side of OptiCommerce. He manages teams that oversee social media, paid ads, SEO and content creation for all of our clients. As a former Google employee, Chris is no stranger to online success and uses his wealth of expertise to guide our teams in supporting your eyecare practice’s success.

Dan Baker is Development Manager at Ocuco’s Lab Division. He oversees the Lab Division’s development teams and is responsible for product roadmap planning. Dan joined Ocuco in 2014, following the acquisition of CC Systems. Dan has over 25 years of optical industry expertise, having held multiple roles within the industry, including Software Development Project Manager and Project Delivery Manager at CC Systems. At IcareLabs, Dan worked as Customer Service Representative, Front Office Manager and Warehouse Specialist. Self-taught in IT, he started his career in technology by working on projects with his father and brother, a Computer Programmer and an IT Security Specialist, respectively.

Danielle Martin serves as Brand Manager at Ocuco. Over the last seven years, she has worked closely with eyecare professionals to understand their technology needs and the digital solutions that drive practice growth and improve patient care. In her role, Danielle focuses on the strategic management of the Acuitas brand, ensuring its solutions meet the evolving demands of the optical industry and support operational efficiency. Danielle holds a Bachelor of Arts in International Business and a WCSM diploma in Optical Support, further enhancing her ability to bridge the gap between technology and the optical sector.

With over a decade of experience in paid search, Gemma Piedrafita leads all SEM activity across Google Ads and Bing Ads for OptiCommerce. She combines strategic insight with creative expertise, holding a degree in Advertising and Public Relations and a master’s in Graphic Design. Fluent in Spanish, English, and German, Gemma has been with OptiCommerce for more than six years, driving growth for optical businesses through data-driven, precisely managed campaigns. Before joining the company, she worked with leading PPC agencies in the UK, managing diverse portfolios across finance, automotive, ecommerce, optics, and beauty; experience that enables her to craft campaigns tailored to each client’s goals and market.

James Loughman is Clinical Research Director at Ocuco and Founder of Ocumetra. An Optometrist with more than 20 years of clinical, academic, research and management experience. James is also presently the Professor of Optometry and Vision Science and Head of the Centre for Eye Research Ireland (CERI), a research facility based in Technological University Dublin dedicated to pioneering state of the art solutions for blindness prevention and translating ground-breaking research into clinical practice. James oversees a diverse portfolio of research, including technology development and big data analytics projects, alongside various clinical trials for the control of myopia, glaucoma and other blinding conditions. James has published over 100 scientific articles in leading peer-reviewed journals, more than 150 peer-reviewed presentations and posters, and numerous scientific letters and commissioned articles.

With over 20 years of experience in the optical industry, Joe has a background in dispensing for independent opticians and chains. He has been a core member of the OptiCommerce team for over ten years and helps us to deliver bespoke digital solutions specifically tailored to eyecare professionals. His background in retail and digital solutions allows him to create high-performing, conversion-focused websites.

Kristian leads a team of 12 Product Managers and Product Owners focusing on developing Ocuco’s next-generation product. His responsibilities include stakeholder, portfolio and program management. Kristian graduated from the Royal Institute of Technology, Stockholm, in 2005 with an MSc. in Electrical Engineering, joining Ocuco as a Professional Services Engineer later that year. Kristian has held several roles within Ocuco, including a Senior Analyst role during implementation projects for major customers. Kristian speaks five languages fluently.

Pat McLean has served as Ocuco’s Lab Division Support Manager for the past 26 years. Pat oversees the Global Support Team, ensuring quick and effective responses to queries from around the world. Under his leadership and high standards, the support team consistently attains an impressive turnaround time of 24 hours or less.

Patrick Broe is Vice President of Sales within the Lab Division of Ocuco. His role extends to all markets worldwide, promoting Ocuco’s optical lab solutions through sales, installations, technical advice and support. Before becoming VP of Sales, Patrick served as VP of Lab Division EMEA and UK Lab Managing Director, starting Ocuco’s Asian Lab Division in Shanghai, China, and developing markets in East Asia. Patrick began his career with Ocuco as a Technical Trainer and Support Engineer after graduating. Patrick holds a B.Sc. in Electronic Engineering, an M.Sc. in Electronic Systems and a Postgraduate diploma in Product Management. He has over 15 years of experience in the optical industry.

Paul Clare is the co-founder of OptiCommerce, the leading website and digital marketing agency tailored to the optical industry. With a BSc. in Chemistry and Business Administration from Kingston University, Paul launched OptiCommerce in 2008 in partnership with a UK-based ophthalmologist. OptiCommerce pioneered one of the first comprehensive eCommerce solutions for opticians in the UK, designed to help eyecare professionals thrive online. Today, OptiCommerce serves hundreds of clients across more than 15 countries and is supported by Ocuco.

Russell Gagain has been with Ocuco for fourteen years, currently serving as the Product Owner of Innovations. With over 30 years in the optical industry, Russell began his career in the lab and quickly advanced to managing labs and stores. He has extensive experience in integrating and improving manufacturing processes, developing software and equipment for optical manufacturing, and working with machine vendors on OMA communication interfaces. Russell has also contributed to optical software development, including RxCalc and Innovations Lab Management Software (LMS), and has travelled globally for training and software implementation. Additionally, he has supported charitable organizations like the Gift of Sight, providing vision care in places such as The Gambia. Russell holds numerous optical certifications, a Bachelor’s Degree in Computer Engineering, and a Master’s in Business Administration.

Sarah Ashley began her career as a trainee at Rayner Opticians. Once qualified as a Dispensing Optician, she quickly progressed into management roles. During her time there, she played a key role in the company’s acquisition strategy working closely with newly acquired practices to introduce them to Acuitas 2, often guiding the transition from paper records to a fully digital workflow. Her ability to demonstrate the advantages of computerised systems made her a valuable asset in these integrations. With over 20 years’ experience in practice, Sarah has also worked across other optical businesses, giving her a unique perspective on different systems and operational models. Today, she works as a Professional Services Consultant, where she is passionate about using her knowledge of all versions of Acuitas to educate and support customers and colleagues, drawing on her deep understanding of both user experience and practice needs.

Sarita Gianesini serves as Brand Managesr for Innovations at Ocuco. She leads the communications strategy for the Innovations brand, working closely with lab teams to translate technical workflows into impactful campaigns, content and educational initiatives. She brings to the role a unique perspective shaped by over a decade of experience across journalism, cultural management, and SaaS marketing. Sarita holds a Bachelor’s degree in Social Communication, a Master’s in Literary Journalism, and an Executive Master’s in Cultural Heritage Management, Creativity and Innovation.

Shannon Olsson is a seasoned healthcare technology leader with over 30 years of experience in the optical industry. Currently serving as the North America Product Manager at Ocuco, she spearheads the development and implementation of innovative optical software solutions, such as Acuitas 3, to enhance patient experiences and streamline practice operations. Before joining Ocuco in 2021, Shannon held pivotal roles at EyeCare Partners and Clarkson Eyecare, focusing on IT compliance, software development, and business operations. Beyond her professional work, Shannon is passionate about supporting the optical industry through mentorship and volunteering with organisations such as the Optical Women’s Association, where she fosters industry growth and champions diversity. 

Shirley is responsible for managing small, medium, and large-scale operational projects, from initial project scoping through to the implementation, rollout, and customer success of Ocuco’s Practice Management Systems and OmniChannel product lines. Shirley manages 20 engineers in the Implementation and Professional Services teams. Shirley also works closely with Sales, Operations, and Development teams, ensuring that customers’ goals are met, and products are delivered successfully on time and within budget. During her 17 years with Ocuco, she has participated in all major rollouts made by the company, including Vision Express and Kaiser Permanente. Before joining Ocuco, she worked as a Project Manager for large-scale commercial relocations.

Simon Hirst started his career as a Dispensing Optician at Rayner Opticians, where he gained invaluable hands-on experience before advancing to the role of Practice Manager, Head of Low Vision and further to Head Office, where he managed the retail systems and product portfolio for 150 stores. His direct experience with Acuitas provided him with a solid foundation, leading him to join Ocuco as a Professional Services Engineer. Today, Simon serves as a Senior Product Consultant in Ocuco’s Professional Services Department and is dedicated to sharing his extensive knowledge of both Acuitas and Acuitas 3 to support and educate both valued customers and colleagues in the optical industry.

Stephen van Beek has been the Data Security Manager for Ocuco Ltd since 2018. He’s responsible for Global security operations, including developing and implementing information security compliance and best practice frameworks. Furthermore, he collaborates with cross-functional teams to ensure the integration of security controls into Ocuco’s products and services, enhancing overall protection for customers and stakeholders. He holds a Master’s degree in Advanced Cyber Security from King’s College London and the following certifications: CISA (Certified Information Systems Auditor) from ISACA, CCSK (Certificate of Cloud Security Knowledge) from CSA, SSCP (System Security Certified Professional) from ISC2, CIPP/E (Certified Information Privacy Professional/ Europe) from IAPP, ISO27001 Implementer from PECB, ISO 13485/IEC 62304 and ISO 14971 from the Irish Quality Centre. Stephen is an expert in Security Operations, Information Security Frameworks, Security Audit, Data Privacy Law, Security Architecture, and Medical Device Security Compliance (FDA).

Sunny Bharaj works as a Product Manager at Ocuco, and specializes in creating cutting-edge software solutions for the optical industry. With over a decade of experience in software development, Sunny possesses expertise in product management, scrum methodologies, UX and interaction design. Sunny’s mission is to create user-centric products that meet the needs and expectations of our clients and end-users, while ensuring quality, scalability, and performance. Sunny works closely with the development, sales, and support teams, as well as external stakeholders, to define the product vision, roadmap, and backlog, and to manage the product lifecycle from ideation to launch. He also designs and conducts user research, testing, and feedback sessions, and applies UX principles and best practices to enhance the usability and accessibility of Ocuco’s products.