The Team

Alison Lambert BVSc CMRS MRCVS – Managing Director


Following qualification from Liverpool University in 1989, Alison worked in practice for several years before pursuing a business career with Hills Pet Nutrition and MARS, where she discovered the passion for the customer experience that her award-winning company, Onswitch, is renowned for today. Established in 2001, Onswitch promotes customer-centred practice so pets, horses and livestock receive the best care; providing research, marketing, CPD and business consultancy with an effective, innovative, straight-talking and client-led approach.

Alison is Associate Professor of Veterinary Business and a lecturer at The University of Nottingham Vet School, teaching Customer Understanding. She is published widely and regularly speaks at key international veterinary congresses and events.

Sophie Dainty – Operations Manager

Sophie has joined us after her 16 week internship with Onswitch. She recently graduated with a first class degree with Honours in Business Management and Entrepreneurship at Nottingham Trent University and has taken on the role of Project Coordinator heading up the CX Club. Sophie lives in Nottinghamshire with family and is excited to be driving the Cxclub project forward so customer care teams get the opportunity to become part of a Customer Experience movement.

Jane Johnston, Production Manager

Jane grew up in Suffolk and Derbyshire and moved to London at the age of 17 where she worked in advertising, restaurants, design studios and orthotics.  After graduating with a BSc (Hons) in Psychology at Goldsmith’s College, University of London as a mature student, Jane worked for a research based management consultancy as a project manager on various qualitative projects for clients such as the Home Office and Skoda.

Jane loves modern and conceptual art, visiting galleries and exploring new ideas as well as working on her own projects.  Jane now lives in Grantham with her husband, two daughters and their gorgeous dog, Moose.

Danny Wright, Bertha Sales Coordinator

I joined Onswitch in the Winter 2013 as a sales administrator. Having always believed that great customer experience should be the norm, Onswitch was an obvious choice for me. I moved away from retail sales and sales management roles in the mobile telecommunications sector to try something different – learning all the time in a completely new area is exciting and I’m looking forward to the future.

My hobbies include swimming and travel. My family consists of my partner Emily and our beautiful daughter Connie (who keeps us both very busy!), we have house full of adopted animals! An elderly Chinse Crested called Princess, Cats called Sox and Gabriella and a Hamster called Jeff !

Carole Sdiri, Bertha Sales Coordinator

I was born in Leicester and I lived there with my late husband and together we ran our own bus and coach company for several years. I then spent seven years living in Skegness with my faithful Labrador, Kim, and 2 goldfish – Flip and Flop! I joined Onswitch when I moved to Grantham, having spent the majority of my working life in the travel industry and am now enjoying life working in the veterinary sector as one of my main loves has always been animals having had a variety of pets including rabbits, goldfish, budgies and labradors. I have been lucky enough to travel extensively and am now enjoying seeing what the UK has to offer.

Andy Tilbury, Field Events Coordinator

I was born in Harlow, Essex. I’m a true Essex boy! Lived there for many years and started work as a driver, delivering items all over the UK and Europe. I got involved in the events industry over 10 years ago, before that I was a warehouse manager which involved fixing, painting, building the props as well as loading up and delivering the displays for childrens parties to conferences for over 700 delegates.

I follow Tottenham Hotspur as a football club and try to go and see them when I get the chance. When you see me and Bertha travelling around the country come along and say hello.