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.

Jenny Moseley

Co-Director & Co-Founder of Opt-4

A recognised authority on UK and international data protection, Jenny is also a passionate advocate of responsible and profitable data-driven marketing. As a career marketer, Jenny is a past Chairman of the Direct Marketing Association UK (DMA) and former Vice President of the Federation of European Direct and Digital Marketing Association (FEDMA).

Jenny is a keynote speaker and author on data protection and marketing. She co-founded Opt-4 in 2004 and the Data Protection Network in 2014. She is a fellow and regular data protection trainer at the Institute of Data and Marketing (IDM). Previously she was Former Assistant Vice President and DPO for National Geographic’s European operations. Jenny is a trustee of two charities involved in providing educational experiences for disadvantaged young people and is also a fervent supporter of Formula One Racing.

Simon Blanchard

Senior Associate

Simon joined Opt-4 as Senior Associate following a successful career in publishing at Bauer Media (formerly Emap) where he held the group role of Head of Data & Online Marketing. Simon is an expert in growing value from customer data, having successfully managed the creation of Bauer’s Single Customer View solution across 100+ brands and provided internal consultancy services to brands on their data strategy.

Since joining Opt-4 early in 2015 Simon has advised many blue chip, SME and charity clients who wish to make the most of their data assets, whilst helping them to establish strong data governance practices and compliance with GDPR and other regulations. He is experienced in most if not all subjects within GDPR’s scope and has hosted many training sessions on the practical implications for businesses. In his spare time Simon sings with a band and they perform regular gigs.

Philippa Donn

Senior Associate - CIPP/E, CIPM

A consultant for Opt-4 since 2015, Philippa is driven by providing realistic solutions to data protection issues. She strives to bring commercially astute solutions to mitigate risk and reputational damage, working across diverse sectors from charities, SMEs through to blue-chip clients. She previously worked as a data and regulatory complaints practitioner, working in marketing, acquisition and compliance for two major UK data suppliers.

As Editor of the Data Protection Network, Philippa is a regular writer and commentator on data protection issues. She has previous extensive media experience as a broadcast journalist and producer in news and current affairs. With a specific interest in reputation, data breach and risk management, Philippa is also the long-suffering owner of the World’s greediest Labrador.

Debbie McElhill

Senior Associate

Debbie has successfully run many GDPR readiness projects working with blue-chip clients and continues to use her expertise to advise diverse organisations on embedding their data protection programmes. She’s an Institute of Data and Marketing (IDM) tutor, is Oxford University business school trained, has a post graduate diploma in business performance coaching and is a qualified PRINCE2 practitioner.

Prior to joining Opt-4 in 2017, Debbie worked as a senior commercial leader in marketing and communications and helped to advise brands about regulatory issues and data governance. She headed up national sales and channels teams with Royal Mail and prior to that with Cable and Wireless Communications. Debbie’s career began in banking and finance with NatWest and The Co-operative Bank and she’s a professionally qualified Chartered Banker, familiar with all aspects of financial compliance. Outside of data protection, Debbie’s passions include skiing and all things equestrian.

Stefan Elliott

Senior Associate

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.

Julia Porter

Senior Associate

Julia Porter is an experienced advisor, mentor and board director. Her consulting roles includes accessible practitioner led GDPR and privacy advice with Opt-4 as well as marketing and CRM/data strategy consulting. Julia’s executive experience includes stints at Guardian News & Media, Getty Images, ITV and IPC Magazines. At the Guardian she was responsible for the Award-winning campaign “Why Your Data Matters” and led the CRM, subscriptions and ecommerce teams.

As a Non-Executive Director Julia has sat on the boards of DMA (as Chair and as architect of the revised DMA Code of Practice) and sits on the boards of Safestyle Plc (Home Improvement) and British Pearl (fintech), She is a trustee of Worldwide Cancer Research and holds an MBA from London Business School. In her spare time, Julia can be found at her allotment or bemoaning the lack of success at Ipswich Town Football Club!

Mark Bridges


Mark joined Opt-4 in 2018, bringing with him a wealth of expertise in marketing and compliance, both in the UK and US.  Mark began his career in circulation marketing with EMAP Maclaren Publishing before joining Mardev, a leading U.K data agency. He then moved to the U.S. to head Mardev’s New York office, leading to a twenty year stay in America.

Mark has worked with clients across a range of business sectors on international, data-related sales, marketing and customer insight initiatives.  His work includes advising on global Data Protection legislation and compliance. As a member of the then DMA (US), and former Chair of their International Council, Mark was an active advocate for education and training in Data Protection. In 2018 he returned to the UK, accompanied by his American wife and cat, who remain equally baffled by much that they encounter.

Gemma Johnson


Gemma joined Opt-4 in early 2018. She’s focused on supporting organisations to improve their data protection compliance and as a successful digital entrepreneur understands the need to develop commercially viable effective solutions. Gemma’s currently working with a client three days a week, supporting with a wide range of data protection projects. Her previous work includes a detailed data protection review in the charity sector, a 4-month project aimed at streamlining internal data protection processes for a major blue-chip company and advising a large event ticketing company on their policies and procedures.

Prior to joining Opt-4 Gemma developed in-depth experience in producing and managing the implementation of innovative B2C solutions in the online publishing sector. Founder of MyFamilyClub.co.uk and brainchild behind the UK’s largest digital detox movement for families, Gemma has a passion for children’s privacy rights and is working with governing bodies to create a safer digital environment for children.