About Us

Meet the Effini team

Dr Jo Watts


As the founder of Effini, Jo is on a mission to make everyone data literate, whatever their age; and all companies data-driven, whatever their size.
Jo is an ex-astronomer, with a PhD in Astrophyics. She then spent a bit of time as a developer and lots of time doing data-related things in Financial Services. She sits on the boards of The Data Lab, Scotland’s innovation centre for data and AI, and GAMSTOP, the national online self-exclusion scheme for gambling.
When she’s not boring her two children about data, Jo is the lead oboist for Edinburgh Symphony Orchestra and plays squash for Waverley Sport Club.

Sam Rhynas


Sam is our Head of Data, leading the way identifying innovative, real world solutions for our clients.

Starting her software engineering career working on predictive modelling software, she discovered the power of data, as well as her uncanny ability (and joy!) at finding bugs in other people’s code, which has led her to develop rigorous approaches to using data to drive business and products.

Sam is a huge advocate for building diverse and inclusive environments, mentoring and supporting women in tech as well as regularly speaking about the topic at events. She is one half of the leadership team for Girl Geek Scotland.

A well known face in Edinburgh’s tech community, she often speaks about Data Science and AI, Sam also organises PyData Edinburgh, the local chapter of a global network that’s all about open source data tools. 

Sam is always up for a chat about any of the above, an offer of cake and coffee will pretty much do it!

Alex McCall


Unlike Edinburgh’s other famous Alexander McCall (Smith), our Alex is a highly qualified (CISSP, Agile PM, Prince 2, ITIL v3, MCSE & an MSc in AI) IT manager, with over 20 years of experience defining strategy and running operations in the oil and gas sector, working in Aberdeen, France and Indonesia.  

More recently, he has worked with the Scottish Government in Edinburgh responsible for the National Records IT systems, and proving that it’s never too late to learn, Alex is now working towards an MSc in Data Science at Edinburgh Napier University.

A keen problem solver, Alex uses his background in corporate budgeting, cost and performance, along with his new data skills to help our partners understand and use their data more effectively.  This has been demonstrated in preparing educational datasets and delivering a cloud based dashboard enabling immediate access to data that previously took days to produce.

In his spare time Alex enjoys running (to try and keep up with his daughter) and works with a music charity in Aberdeen.