Meet the Team

Primrose matsega

CEO & Founder

Alec is an entrepreneur, growth strategist, and business development specialist with experience spanning healthcare, marketing, sales leadership, recruitment, digital growth, and operational scaling.

As the Founder of ASV Global, Alec leads projects focused on building, scaling, and modernising businesses through a combination of strategic growth, operational systems, marketing innovation, and emerging technologies.

Known for his high-energy and forward-thinking approach, Alec has worked across multiple industries helping organisations increase visibility, improve systems, generate revenue, and scale operations.

His experience includes supporting content creators and brands in achieving rapid digital growth — including assisting creators in scaling from zero audiences to millions of followers through viral content strategies, audience positioning, engagement systems, and digital branding.

Alongside creator growth, Alec has also supported businesses with:

  • Viral marketing campaigns

  • Social media growth strategies

  • Brand positioning

  • Content creation systems

  • Digital advertising campaigns

  • Customer acquisition strategies

  • Operational scaling

His work has involved collaborating on advertising and growth-focused campaigns connected to globally recognised brands and platforms including TikTok and Levi's, helping businesses improve visibility, engagement, and commercial performance.

Prior to expanding into consultancy and healthcare operations, Alec built significant experience within high-performance sales environments, completing hundreds of successful sales campaigns for BT Group and contributing towards the development of sales teams across the UK.

His leadership within sales focused heavily on:

  • Team development

  • Recruitment & training

  • Leadership mentoring

  • Performance management

  • Building sales structures

  • Developing staff into management positions

  • Creating scalable field-sales operations

This experience shaped Alec’s wider philosophy around growth, leadership, and people development — principles that now underpin the businesses and organisations he supports today.

Within healthcare and social care, Alec focuses on helping organisations modernise operations, strengthen infrastructure, and improve delivery standards through systems, automation, and innovation.

A key focus of his work is the use of AI and automation to help modernise the healthcare industry, including:

  • Streamlining operational systems

  • Improving workforce efficiency

  • Enhancing reporting & compliance processes

  • Supporting recruitment infrastructure

  • Reducing administrative pressures

  • Scaling healthcare operations sustainably

  • Developing modern technology-driven support systems

Alec currently works closely with healthcare providers, councils, operational teams, and community organisations across the UK, supporting growth, staffing, infrastructure, and strategic development projects.

His wider vision through ASV Global is to build organisations that combine:

  • innovation

  • technology

  • operational excellence

  • marketing power

  • compassionate service delivery

  • scalable systems

  • high-performance leadership

to create long-term impact across multiple industries.

Professional Highlights

  • Business Growth & Strategy Specialist

  • Experienced in healthcare innovation & AI systems

  • Helped content creators scale from 0 to millions of followers

  • Developed viral marketing campaigns for businesses

  • Built and supported UK-wide sales teams

  • Completed hundreds of successful sales campaigns for BT Group

  • Developed staff into leadership & management roles

  • Experience supporting campaigns connected to TikTok, Levi's and more

  • Specialist in operational scaling & workforce development

  • Works across healthcare, marketing, recruitment & consultancy sectors

Areas of Expertise

  • Business Development

  • Healthcare Innovation & AI

  • Viral Marketing

  • Content Strategy

  • Sales Leadership

  • Team Development

  • Operational Scaling

  • Recruitment & Staffing

  • Brand Growth

  • Strategic Partnerships

  • Systems & Automation

  • Leadership Development

Leadership Philosophy

“The future belongs to businesses that can combine people, systems, technology, and culture. Real growth happens when innovation meets execution.”

Primrose is the Founder and Managing Director of Best Care Liverpool, a leading North West healthcare provider delivering compassionate, person-centred support across Liverpool, Knowsley, St Helens, and surrounding regions.

With more than 20 years of nursing and healthcare leadership experience, Primrose has established herself as a respected figure within the health and social care sector, recognised for combining clinical excellence with deeply compassionate leadership. (Best Care Liverpool)

Founded in 2018, Best Care Liverpool was built around Primrose’s vision of creating a care organisation where people are always placed before profit. Under her leadership, the company rapidly expanded from a small local provider into a large-scale healthcare organisation supporting hundreds of service users across the North West. (Best Care Liverpool)

Primrose remains actively involved in frontline operations and quality assurance, regularly engaging with service users, families, staff teams, and professionals to ensure the organisation maintains the highest standards of care delivery. Her leadership style is widely recognised as hands-on, approachable, and quality-driven, with a strong focus on safeguarding, dignity, relationship-based care, and workforce empowerment. (Best Care Liverpool)

As a highly experienced nurse and healthcare leader, Primrose has played a central role in developing Best Care Liverpool’s specialist services, including:

  • Complex Care

  • Dementia & Alzheimer’s Support

  • Community & Home Care

  • Hospital Discharge Support

  • Medication Management

  • Live-In Care

  • Staffing Solutions

  • Specialist Support for Vulnerable Adults & Children

Her leadership has helped the organisation achieve:

  • A “Good” CQC rating shortly after establishment

  • Multiple Top 20 Home Care Provider recognitions

  • Strong partnerships with local authorities and NHS services

  • Rapid expansion across multiple local authority areas

  • Industry recognition for training and workforce development (Best Care Liverpool)

In 2022, Primrose was nominated for a Great British Care Award in the category of Home Care Registered Manager, recognising her outstanding leadership and contribution to the care sector. (Best Care Liverpool)

In 2025, Best Care Liverpool was awarded the United in Diversity Award at the Knowsley Business Awards, celebrating the organisation’s commitment to inclusion, teamwork, and community impact under Primrose’s leadership. (Knowsley Business Awards)

Primrose is also passionate about developing the next generation of healthcare professionals and has built a workplace culture centred around:

  • Continuous professional development

  • Staff wellbeing

  • Diversity & inclusion

  • Compassion-led leadership

  • High-quality training & mentorship

Her leadership philosophy focuses not only on operational excellence but on creating meaningful human impact through care.

“We measure success not just in numbers but in the smiles of our clients, the trust of their families, and the positive feedback we receive.”
Best Care Liverpool

Professional Highlights

  • Founder & Managing Director of Best Care Liverpool

  • Over 20 years of nursing & healthcare experience

  • CQC-Regulated Service Leadership

  • Great British Care Awards Nominee (2022)

  • Leader of an award-winning healthcare organisation

  • Expanded services across Liverpool, Knowsley & St Helens

  • Specialist in person-centred care delivery

  • Advocate for diversity, workforce development & compassionate leadership

  • Built partnerships with NHS services and local authorities

  • Experienced in complex care, community care & staffing operations

Areas of Expertise

  • Healthcare Leadership

  • Clinical Governance

  • Complex Care Services

  • Safeguarding & Compliance

  • Community Healthcare Operations

  • Workforce Development

  • CQC Compliance & Quality Assurance

  • Strategic Business Growth

  • Relationship-Based Care

  • Team Leadership & Mentorship

ALEC MATAPO

Executive Chairman