Ali M^cCormack

Founder and digital strategy consultant

Ali is a seasoned digital strategist renowned for developing transformative digital strategies for some of the UK’s most recognised charities, including the Institute of Physics, MS Society UK, Age UK, Drinkaware and Bowel Cancer UK. Her expertise lies in crafting tailored digital approaches that drive long-term success and align with each organisation’s mission and goals.

She also specialises in realigning digital programmes and teams that have gone off track, helping organisations overcome complex challenges and rebuilding digital teams for long-term success. ​Ali has encountered a broad spectrum of digital challenges—from organisations where digital initiatives have expanded beyond control, to those hindered by fractured agency relationships or broken processes leading to project failures.

As Head of Digital at Age UK, Ali led the digital strategy behind the biggest charity merger of the decade, bringing together two organisations, 175 partners, and 300 websites into a single, user-focused platform. Within a year of launch, Age UK’s digital presence was ranked #1 by Third Sector.

It was at Age UK that the idea for MC² was born.  The drivers for digital success in that programme were robust user research, strong strategy and exceptional programme management.  They are the same principles that are at the core of all MC² work today.

She also understands the unique challenges of the third and public sectors, from budget constraints to stakeholder complexities, and has developed practical strategies to navigate them.

Outside of work, Ali is the humble servant to two dogs, plays tennis fairly badly, enjoys a scenic jog down Hove seafront and loves watching serious theatre.