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Co-Founder & President

Mark Crocker

With over 30 years of business experience working for FTSE 100 companies, Mark is widely recognized and respected for his ability to deliver dramatic improvements in business performance across a wide variety of industries.

A deeply experienced industry leader, Mark brings specific expertise in a range of management disciplines, including: Facilitating and Managing Business Change, Business Process Re-engineering, Risk Management, Executive Coaching, Strategic Planning, Organizational Design, Customer Relationship Management (CRM), and Project Management.

Mark has worked extensively with public, private and not-for-profit organizations on a wide array of strategic and business planning efforts, has completed consultancy work in Europe, North America, Asia and South America and has undertaken public speaking engagements on a range of business subjects.


Rupert Potter

Rupert heads Optimize Consulting’s operations in Europe, Middle East and Asia.  In addition, he is the British Columbia Trade & Investment Representative for Europe and the MD of Articulate International Ltd.

Rupert has previously served as a diplomat with the UK Foreign & Commonwealth Office, most recently as the British Consul General in Vancouver. Previous diplomatic roles included: Deputy Head of the British Embassy in Bahrain; Political Officer in Sweden, and Vice-Consul in Jordan.  In London, Rupert worked on policy matters, covering South Asia, Afghanistan, and North America, as well as being seconded to Cabinet Office and the International Institute for Strategic Studies (IISS).

Known for delivering high-quality political, commercial and security analysis; he is a clear and effective communicator; and a motivational leader who inspires trust and delivers strong organizational performance.


Derek Loomer

Derek is a CPA, CA with over 25 years experience including Vice President Finance and Chief Financial Officer roles at energy companies of North American and International geography. Derek is an innovator and has an outstanding track record in implementing excellent leadership and management practices and culture change initiatives.

Derek has significant expertise in mergers and acquisitions and integration of the combined entity or assets. As a student of disruptive technology and processes, he also recently led a number of initiatives around data management, robotic process automation, machine learning and AI in non-traditional sectors as well as progressing Blockchain projects and initiatives.

In addition to his business experience Derek has over 30 years experience as a hockey coach at all levels including most recently the Jr. A level where he has earned a well-deserved reputation for enabling others to reach their potential.


Brian Starr

A conceptual and performance-driven executive who devises and delivers impactful strategies to raise the competitive edge and realigns processes to achieve operational and fiscal excellence. Brian enjoys being a catalyst for change, a participative and empathetic leader and coach, someone who ignites team spirit and engagement, and who sets a demanding path to remove barriers and enhance performance. He is an avid listener, assertive, intuitive and a confident communicator acknowledged for creating and driving solutions to optimize any client business.

Corporate processes and governance are central to his international and domestic experience, including recently being integral to the preparation of the planned world’s largest IPO, developing P&L, managing budgets, investment planning, risk and contract revisions with Saudi Aramco.  He has extensive M&A experience and has substantial expertise in the area of integrations, dispositions and board governance issues.

Brian is a shrewd business strategist who disturbs the status quo, initiates action, excitement and change.