Leadership Team

Leadership Team

Sam Appleby
Director of Sales & Partnerships

Sam is a commercially driven payments and operations specialist known for his disciplined, structured approach to revenue recovery and client delivery. 

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Isaac Appleby
Director of Product & Enablement

Isaac builds the systems and analytics that make Opt-ic’s delivery unique, automated and consistently achieving outstanding results.

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George Willis
Director of Growth & Strategy

George helps organizations uncover hidden profit by optimising commercial performance and operational efficiency. 

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