Our Senior Leadership Team drives strategic growth, operational excellence, and continuous care improvement across the UK. With deep experience in social care and business strategy.
Group Head of Property & Estate
Tracy leads Choices Homecare across the Northwest, ensuring our the people we support, their families and our wider stakeholders have access to quality, agile and responsive domiciliary care services.
Paula provides corporate oversight of quality improvement, compliance and governance across the Group, providing independent assurance to the Executive Board that all services meet best practice standards, safeguarding protocols, and regulatory requirements.
Group Head of Talent & Development
Rachel is responsible for Optimo’s Learning Academy, building development solutions and programmes which ensure all staff have access to
ongoing professional growth and career development opportunities.
Amy oversees HR strategy, delivering a high quality end-to-end employee lifecycle serviceacross the Group, ensuring line managers and staff have access to tools, products and interventions that enable them to effectively deliver Optimo’s strategy and ambition.
Group Finance Manager – Compliance
Nicola Wade is Group Finance Manager for Compliance at Optimo Care Group, leading on financial compliance and audit readiness across the Group. She ensures adherence to standard operating procedures and supports consistent, high-quality financial practice across all services. Nicola has been with Optimo since 2018 and brings deep operational knowledge shaped by years of experience across the Group’s evolving finance function.
Group Finance Manager – Domiciliary Division
Steph Bashforth is Group Finance Manager for the Domiciliary Division at Optimo Care Group, overseeing financial operations and leading a team across payroll, sales, and purchase ledger. Since joining in March 2024, she has led the finance transition for the Choices Homecare rebrand, supporting the integration of multiple legacy services.
Tony leads Optimo’s Transforming Care and Positive Behaviour Support (PBS) agenda across the Group. With over 30 years’ experience in learning disabilities, autism, and complex behavioural needs, he supports safe transitions, oversees the PBS department, and works with teams to embed person-centred, evidence-based care.
Sonia leads Optimo’s Talent Acquisition function, ensuring we attract and select the right people to deliver high-quality care across all services. She oversees recruitment strategy and delivery, working closely with operational leaders to understand workforce needs and create effective, consistent hiring processes.
Sonia brings extensive experience in talent strategy, employer branding and recruitment transformation, developed across a broad range of sectors. She has a strong focus on service excellence, consistent practice and continuous improvement.
Group Finance Manager – Domiciliary Division
Steph Bashforth is Group Finance Manager for the Domiciliary Division at Optimo Care Group, overseeing financial operations and leading a team across payroll, sales, and purchase ledger. Since joining in March 2024, she has led the finance transition for the Choices Homecare rebrand, supporting the integration of multiple legacy services.
