Shift work engagement expert joins optashift
Jack Williams is a leading communications professional
Stakeholder engagement specialist
We’re thrilled that Jack Williams has joined optashift as Head of Engagement.
Jack arrives with over 15 years’ experience in corporate and B2B communications.
He has previously worked at leading consultancies delivering engagement campaigns for diverse national and international clients.
Most recently Jack held the position of Head of Communications at a large law firm.
Communications and engagement in shift work environments
In his new role at optashift, Jack will provide sophisticated stakeholder communications and engagement support to organisations committed to improving shift work.
This includes sentiment tracking, preference analysis, collaboration and training to support assessment, transformation and continuous improvement of shift work.
His expertise will assist in the design, implementation and management of shift work fatigue and shift worker health and wellbeing programmes.
Jack will also be leading engagement with wider societal stakeholders to build awareness and understanding of shift work optimisation, best practice and the benefits it delivers organisations and their shift workers.
This includes deepening relationships with academics and academic institutions in areas such as operational research, productivity, technology and occupational health.
Having worked with members of the team previously at Working Time Solutions, he has experience across many industries including manufacturing, emergency services, utilities, supply chain, airports, ports, contact centres and data centres.
Jack Williams, Head of Engagement at optashift, said: “How shift work is designed and managed is inextricably linked to an organisations’ ability to be efficient and successful, whether that is meeting government-mandated targets in public services or remaining competitive in the private sector.
“It’s also key to maintaining working conditions that minimise absence, help prevent long-term health conditions linked to shift work and appeal to diverse demographics in support of recruitment and retention.
“I’m looking forward to collaborating with leaders across HR, operations, health and safety, communications, Trade Unions and business owners to deliver transformative impact in all areas of shift work best practice.”
Further strengthening customer support
Jack’s appointment further strengthens support for our growing customer-base and follows the arrival of Nigel Walters as a consultant in July 2025.
Nigel specialises in demand and capacity analysis, shift pattern design, change management, Trade Union relations and shift work policy development.
optashift was established in 2023 by former board directors of Working Time Solutions.
Our focus is on helping tackle some of the biggest challenges facing our economy and society by optimising organisational performance and improving conditions for millions of shift workers.
optashift technology-enabled services cover all domains of shift work, including shift pattern design, data analytics, fatigue risk management, health and wellbeing support, stakeholder engagement and systems and process improvement.
We have quickly grown to become the largest collective of shift work experts in the UK, with a team spanning key disciplines such as fatigue risk, sleep hygiene, chrono-nutrition, Human Factors and shift work law.
Robert Crossman, director of optashift, said: “Organisations increasingly recognise the strategic requirement to modernise shift work to improve performance, flexibility and support employee health, wellbeing and work-life balance.
“However, optimisation and continuous improvement are complex and sensitive areas of change management which requires a blend of sophisticated data science and deep stakeholder engagement.
“Jack’s specialist expertise will help management, Trade Unions and shift workers work collaboratively to deliver necessary change and maintain high-performing, engaged and healthy shift work environments.”
Shift Work Assessment
Optimising shift patterns and shift work delivers huge benefits…but complexity and competing priorities sees many organisations leave things as they are.
Our Shift Work Assessment is a streamlined process which quickly analyses all relevant operational and HR factors to give you a tailored plan for immediate improvement.
Shift Pattern, Shift Work and Shift Worker services
optashift services help you attain optimum shift work performance.
They can be delivered individually or combined to create a unified programme of continuous improvement.
Our agile approach means everything we do is tailored to your organisation and shift workers.
Shift work is complex, sensitive and always changing.
Let optashift be your trusted partner.
Our experience
