We Don't Make Decks -
We Make Things Work
Optimizely-first. AI-fluent. MVP-run
World-class Delivery. Without World-class Mark-up
We’re First Three Things - a founder-led, delivery-obsessed consultancy built by three Optimizely MVPs.
We build, fix, and tune composable stacks across CMS, Commerce, ODP, CMP, Personalisation and Experimentation. No interns. No bloated teams. Just sharp hands-on, senior minds, and a bias for action.
Our model is simple:
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Best-practice by default.
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AI-powered where it counts.
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Transparent, senior, and fast.
We’re not chasing an exit. We’re chasing better outcomes - for our clients, for our colleagues and for the platform.
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So if your stack is sluggish, brittle, or buried under backlog…
You don’t need another steering committee.
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You need a partner who knows how to deliver.
The People
Dr. Mark Everard
Co-founder & CTO
One of just 22 Optimizely Most Valued Professionals with platinum status.
He’s famous in the Optimizely community for his advocacy and close collaboration with Optimizely’s product development teams including their developer certification programme.
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With a PhD in Physics, Mark is rooted in the scientific method and has held a variety of technology leadership roles.
His expertise lies in systems and operations consulting. Mark was part of the executive team at Made to Engage where he built a world-class technical development department whom Optimizely awarded platinum status in 2022.
Johnny Mullaney
Co-founder & Chief Architect
Johnny is also an Optimizely Platinum MVP. Alongside Mark, he contributes to the developer certification programme.
A champion of quality engineering and creative technology design.
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Recognised as one of the world’s most accomplished e-commerce and MarTech solutions architects having led big-scale retail transformation projects.
No one has more credibility designing elegant solutions with Optimizely’s core product set: CMS, Commerce, Customer Data, Experimentation and AI tools than Johnny.
Kashif Hasan
Co-founder
Serving as chief strategist and consulting partner, Kashif helped build, sell and transition two well-respected digital agencies: Fortune Cookie, acquired by WPP in 2012 and Made To Engage acquired in 2022.
Always searching for ways to deploy the latest technologies to provide clients with stand-out competitive advantage, Kashif was recognised by the British Interactive Media Association as a top 100 leader in 2022 and awarded MVP status by Optimizely in 2023.
Szczepan
Wacław
Managing Director
Szczepan’s extensive multidisciplinary experience compliments and strengthens our consulting capability.
As the founding partner of Fortune Cookie Poland (a British marketing technology agency, which was acquired by WPP in 2012) he led the business for a further decade, establishing himself as CEO of Wunderman Thompson VML in Poland where he handled big-scale programmes of digital change work for Aston Martin, Unilever and T-Mobile, to name just a few.
A mathematician by training, he began his career writing code. This gives him a rare business perspective.
A proven leader with respect for technology, an instinct for business and a huge appetite for innovation.
Dylan Coetzee
Digital Marketing Consultant
Dylan is a commercial growth strategist with deep hands-on experience across SEO, CRM, PPC, MarTech and now, AEO & GEO.
He’s led transformations at brands like Microsoft, TM Lewin, and luxury travel groups, boosting revenue, cutting costs, and fixing broken funnels.
A former WPP agency lead turned fractional CMO, Dylan’s the one founders call when marketing gets messy.
He brings clarity, speed, and sharp commercial instinct.
