Our Founders
&
Executive Team
Dr Angela Misra, MRCPsych FFMLM
Founder, CMO & Group President
"Recovery is not just stopping a drug; it’s starting a life.” – Dr Misra
Dr Angela Misra stands at the helm of FLOW Therapy™ she is Criterion Associates Group President and Chief Medical Officer a visionary Psychiatrist whose work bridges medicine, humanity, and faith. Renowned for her unwavering commitment to patient dignity and lasting transformation, she is both the strategic architect and the clinical conscience of FLOW Therapy™'s global mission to redefine Rehabilitation.
Trained in General Adult and Child & Adolescent Psychiatry within the UK NHS, Dr Misra has spent over fifteen years designing and delivering culturally sensitive detoxification, rehabilitation, and aftercare programmes that consistently outperform national recovery benchmarks. Her multidisciplinary experience fuses front-line clinical excellence, academic inquiry, and board-level leadership, ensuring that every initiative under her direction is both evidence-based and human-centred.
Internationally, she co-founded The Unity Initiative (TUI) the pioneering organisation behind FLOW Therapy™ a globally recognised rehabilitation model now embedded across UK, EU, and US prison, probation, and community systems. This breakthrough methodology has transformed thousands of lives by uniting Islamic scholarship with cognitive behavioural science and trauma-informed practice, setting a new benchmark in culturally congruent care.
Dr Misra’s strategic influence extends across the medical and policy landscape. She serves as an Executive Member of the Royal College of Psychiatrists Volunteering and International Psychiatry Special Interest Group (VIPSIG), helping to steer the College’s global development agenda.
She is also part of the RCPsych Coaching and Management Team, where she mentors emerging clinical leaders. As Deputy Chair of the Aspiring Leaders in Healthcare Network, she co-chairs national leadership workshops, including the forthcoming International Quality and Safety Forum 2025 (Utrecht).
Her professional excellence has been recognised through a series of national honours, including:
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Fellow of the Faculty of Medical Leadership & Management (FFMLM)
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NHS LeadersPlus Fellowship
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SAS Doctor of the Year 2024 (RCPsych London Division)
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Shortlisted SAS Doctor of the Year 2025 (RCPsych National)
A gifted communicator and compassionate reformer, Dr Misra embodies the fusion of clinical precision and moral purpose. Under her leadership, Criterion Associates is not merely delivering treatment — it is restoring dignity, rebuilding families, and reshaping the global narrative of mental health and addiction recovery.
Usman Raja
Founder & President
Usman Raja serves as the President, Intellectual Property and Methodology Lead, President & Principal Architect, at Criterion Associates, he is both the strategic architect and the conscience of FLOW Therapy™' global mission to redefine Rehabilitation.
He brings over two decades of applied experience at the intersection of behavioural psychology, ideological risk analysis, high-performance conditioning, and post-conviction rehabilitation.
A globally respected behavioural reform architect, trauma specialist, and faith-informed practitioner, Usman Raja brings over two decades of frontline experience in psychological rehabilitation, deradicalisation, and trauma recovery across high-risk environments. Beginning his career as a professional MMA fighter, Usman transitioned from the combat arena to the frontlines of human reform pioneering FLOW Therapy™' with Dr Angela Misra, the world’s first evidence Root based Rehabilitation model.
His work has transformed hundreds of lives once considered beyond reform, achieving a 100% disengagement and reform rate and zero recidivism, verified by the UK Home Office.
Internationally endorsed by the Royal United Services Institute (RUSI) and West Point’s Combating Terrorism Center (CTC), his methodology has been adopted as best practice in trauma-based rehabilitation and behavioural realignment. Usman has trained elite institutions including the LAPD, NYPD, US Bureau of Prisons, and UK National Offender Management Service, bridging psychology, spirituality, and performance science to create long-term behavioural change.
As the President at Criterion Associates, Usman leads FLOW Therapy™ design and integration of behavioural, trauma, and identity frameworks within the organisation’s global rehabilitation and wellness ecosystem. His approach uniting neuroscience, psychology, and symbolic cognition is redefining recovery for the modern age, proving that healing is the restoration of self, not the suppression of symptom.
Craig O'Donnell
Senior Vice President & IP Governance Lead
Craig O’Donnell is SVP & IP Governance Lead at Criterion Associates. He supports the organisation’s leadership with stakeholder engagement, partnership development activity, and strategic coordination across key workstreams. Working across stakeholder groups, including community leaders and delivery partners, he helps translate ideas into structured collaborations, clearer pathways, and practical next steps within a mission-led, regulated care environment. He also serves as Methodology & IP Governance Lead, overseeing the protection and governance of the organisation’s core methodology, brand assets, training materials, and confidential know-how.
Craig brings a strong commercial and advisory foundation built over many years in relationship-led roles. His experience includes leadership within Solomon Cartwright and healthcare account management with AXA PPP Healthcare, where outcomes relied on trust, clarity, and consistency. He is recognised for building stakeholder confidence quickly and bringing structure to complex conversations, aligning people around decisions and practical next steps.
Alongside his work at Criterion Associates, Craig has spent almost six years delivering a government-funded business support contract, helping founders and directors tackle barriers to growth, strengthen decision-making, and build momentum. The programme was funded through the European Regional Development Fund for the first three years and the UK Shared Prosperity Fund for the last two, with continuation funding secured in principle for a further three years. This role reinforces his positioning as a trusted advisor working across regional partnerships and economic growth priorities, underpinned by a clear strategy focus.
A consistent thread through Craig’s journey is service. Through The Unity Initiative (TUI) International, he undertook formal training within the methodology and contributed to community initiatives, including support pathways connected to Syrian refugee assistance in Turkey and projects supporting madrassahs in Malaysia.
Siama O'Donnell
Executive Vice President
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Siama O’Donnell is an executive Healthcare operator and transformation leader with 24+ years’ international experience spanning Healthcare delivery, workforce transformation and HealthTech scale-up. She has led complex growth and performance programmes across multi-market environments strengthening operating discipline, improving decision-making, and building the leadership and capability foundations that protect quality, margin and outcomes as organisations expand.
At Criterion Associates, Siama is accountable for translating strategy into an international build plan for the organisation’s IP-protected Addiction and Mental Health Recovery Methodology. Her remit includes designing the operating model and execution rhythm that makes services run reliably day-to-day clarifying ownership, decision rights, handovers and performance cadence alongside leading market readiness and mobilisation planning so each geography launches with consistency and control.
Siama also leads the execution of Criterion’s HealthTech layer, overseeing the build and rollout of the platform and AI enabled capabilities that support access, engagement and measurement across the Recovery pathway. She aligns Digital product delivery with real-world service operations, ensuring technology strengthens outcomes and scales responsibly as the network grows.