Opt-4 is a data protection and permission marketing consultancy which delivers practical solutions to the problems encountered by both commercial and not-for-profit organisations struggling to interpret the law. Founded by Jenny Moseley and Rosemary Smith in 2004, we have a wealth of experience in providing compliance advice for a wide range of clients and can ensure your use of personal data does not put your organisation or brand name at risk.

We can guide you through the requirements of the EU General Data Protection Regulation (GDPR), the proposed ePrivacy Regulation and the implications for data protection post-Brexit. As well as offering good practice guidance in line with relevant Regulatory codes and advice.

Rosemary Smith

Co-owner of Opt-4

Rosemary is a recognised authority on UK and international data protection and has taken an active role in lobbying on the GDPR. She has presented to hundreds of delegates and has written many articles and white papers on the subject. She is also a tutor for the Institute of Direct Marketing on Data Protection and the GDPR and was made an IDM Honorary Life Fellow in 2009. Rosemary chairs the Direct Marketing Trust (a charitable organisation) and is a member of the Royal Mail MarketReach Advisory Board. Rosemary is passionate about maximising personal data as a corporate asset. She was a member of the DMA Board for 7 years and was DMA Chairman until October 2008

Jenny Moseley

Co-owner of Opt-4

Jenny has followed the European legislation affecting direct marketing from as early as 1982 in her role as Assistant Vice President and European Circulation Director for the National Geographic Society. For ten years, Jenny served as Data Protection Controller for National Geographic’s multiple product marketing programmes, working to develop a policy of compliance for the whole of Europe. Jenny was Vice Chairman of FEDMA (Federation of European Direct Marketing) for five years and was heavily involved in the lobbying for self-regulation in direct marketing at a European level. Jenny is a regular speaker on issues of data protection, electronic communications privacy regulations and other European legislation and its influence on international direct marketing, particularly in the publishing arena.

Simon Blanchard

Senior Associate

Simon joined Opt-4 as a Senior Associate following a career in publishing at Bauer Media (formerly Emap) where he held the group role Head of Data & Online Marketing. Whilst at Bauer he successfully managed the development of Bauer’s Single Customer View (SCV) solution, which enabled 100+ brands to drive increasing value from their customer & prospect data. Simon also launched and managed two successful websites, including the leading subscription site www.greatmagazines.co.uk.

Philippa Donn


Philippa joined Opt-4 in May 2015 and her speciality lies in identifying and mitigating risks, in order to recommend optimal solutions. She advises clients across industry sectors on data protection issues, bringing day-to-day guidance on implementing data protection strategies, policies and procedures. Prior to joining Opt-4 Philippa worked for nine years in compliance for major data suppliers Acxiom Ltd (UK) and GB Group-Transactis.

Stefan Elliott


Stefan is a business and marketing professional with over 25 years of experience across a range of industry sectors. He has both on line and off-line marketing experience in the UK, Mainland Europe, US and the Far East. A regular speaker and facilitator for the Direct Marketing Association, Internet Advertising Bureau, Institute of Direct Marketing and the Institute of Directors regarding data & digital marketing.

Aisling Hemmings


Aisling spent 9 years leading the Data Protection team at Shoosmiths LLP, Nottingham. Aisling has advised clients in relation to all aspects of data protection compliance including the fair and lawful processing of personal data, international data transfers, managing data security breaches, handling subject access requests and data protection issues arising in corporate transactions, outsourcing arrangements and other business projects.

Debbie McElhill


Debbie has worked in marketing and communications for many years and has helped to advise brands about regulatory and data governance issues, including GDPR. Before starting her consultancy career, Debbie was a senior commercial leader heading up national sales and channels teams with Royal Mail. She is also a professionally qualified Chartered Banker, familiar with all aspects of financial compliance.

Karima Saini


Karima as an Opt-4 associate, Karima fosters informed and balanced approaches to data privacy governance, risk management, and compliance by applying accepted fair information practice frameworks to assist companies build and enhance their data protection programmes. Prior to joining Opt-4, Karima served as director of privacy operations for a global consumer reference and data insights company, and prior to that, as vice president and senior director of compliance in privacy for multinational financial institutions where she advised business on international, national, and local privacy trends; email- and tele-marketing, social media, online (mobile, children, privacy notices), safeguarding data, privacy risk mitigation, and data protection impact assessments.