Purpose Asia-Pacific


Founded in 2018, Purpose Asia-Pacific includes teams across Australia & Indonesia.

Purpose’s Asia-Pacific operation delivers regional projects and campaigns and also supports the global Purpose network. Our work includes partnerships with leading not-for-profit organisations, philanthropies, and corporations to drive impact on a variety of issues including environmental protection and climate change, education, health, international development, and the protection of democracy.

Highlights of our work include: Co-founding and incubating Reset Australia, an organisation that aims to counter digital threats to democracy; Expanding the Purpose Climate Lab to deploy innovative approaches to public mobilisation and campaigning in Indonesia and Australia; Partnering with Save the Children on a campaign incubator to increase the capacity of youth advocates in Myanmar and across the Pacific; Developing of a plastics behaviour change campaign in China with WildAid, UN Live, and the Oak Foundation; Developing a new advocacy platform for The Fred Hollows Foundation that has successfully increased funding for preventative eye health in the US and increased the demand for eye health services in India; and collaborating with the Australian Aid Sector to increase Australian support for COVID-19 relief across South East Asia and the Pacific.

Purpose’s regional Asia-Pacific hub is based in Sydney.

We’d love to get in touch – send us a note at sydney@purpose.com

We acknowledge the Traditional Custodians – the Gadigal people of the Eora Nation – upon whose ancestral lands we live and work. We pay respect to their Elders, past, present and emerging, and acknowledge the pivotal role that Aboriginal and Torres Strait Islander people continue to play within the Australian community.

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Simon Goff

Global Managing Director

Pronouns: he / him

Simon has deep experience working on some of the world’s most complex problems - crafting new ways to channel the power of culture toward positive social change. Through his career he has built unique partnerships to harness the potential of powerful storytelling to mobilize people to action. At Purpose, Simon has contributed to the growth and expansion of our international offices in Europe, Africa, Asia, and Australia. He has developed and led projects with clients including The Bill & Melinda Gates Foundation, the LEGO Foundation, the Children's Investment Fund Foundation, Google, Luminate Group, Unilever, the World Health Organization, the Red Cross, AGL, and The Fred Hollows Foundation on issues including early childhood development, digital rights, climate change, avoidable blindness, and women's empowerment. 

Prior to Purpose, Simon spent over a decade working at the intersection of media and social change. After joining Viacom International in London to work on MTV’s social responsibility initiatives, Simon co-founded the MTV EXIT Foundation, an independent non-profit organization based in London and Bangkok committed to ending human trafficking and exploitation, becoming its Chief Executive in 2009. In 2013, Simon became Executive Director of FilmAid International, an organization that uses the power of film and media to bring life-saving information, psychological relief and empowerment to refugees.

Simon completed a degree in Engineering and Business Finance from University College, London, which somehow led to making a television program about his journey across the Caucasus and Central Asia in search of Xanadu. He hopes the resulting program remains buried in the archives.

He is a native of Brighton, England, and has lived in London, Bangkok, and Sydney.

Alex Mclntosh

Strategy Manager

Pronouns: she / her

Alex joins the Purpose team having a background in product, service and process design, where she worked on projects ranging from developing a bed that tracks your sleep patterns to improving the experience for museum visitors to redesigning an onboarding process for new team members.

At Purpose, she applies a human centered design approach to the development of campaigns and initiatives and looks to use participatory methods to designing solutions. Since joining Purpose, Alex has worked on projects in the digital rights, early childhood vulnerability and ethical investments space.

In her spare time, Alex likes to plot out future business ventures which would allow her to live on a plot of land surrounded by trees. She usually comes back to the same idea involving a cafe / camping ground / veggie farm where visitors can amuse themselves reading a weekly news roundup on the back of the menu while eating leeks on toast.

Chris Cooper

Campaign Director

Pronouns: he / him

As Campaigns Director, Chris brings over a decade of experience in strategic communications, advocacy and content production to our work on digital rights, public health, international development and climate change.  

Through his early career in media production and international development, he found a deep interest in the role of culture and storytelling in shaping values, behaviours and systems, and how they can be leveraged to enable change and drive progress. He has a strong commitment to participatory methods and is driven by work that enables vulnerable and marginalised communities to self-advocate and design their own progress. With this approach and throughout his career, Chris has co-designed, built and implemented issue-driven programs and campaigns across numerous continents and issue areas.

Chris brings to Purpose deep experience working across the corporate, NGO, and activist sectors, and continues to drive innovative work at the intersections of these areas. After having spent years working in Kenya, Iceland, the UK and Indonesia, Chris is now based in our Sydney office.

Claire Sutton

Creative Lead

Pronouns: she / her

As the Creative Lead at Purpose Sydney, Claire brings a positively charged and passionate approach to all things design and communication. Having worked in the social impact and sustainability sector for over 4 years, she has a passion for urban greening, human rights and diversity. Claire aims to create seamless, emotive and meaningful experiences through considered design to create real-world impact.

Before Purpose, Claire worked for Republic Of Everyone – a collective impact creative agency in Sydney, heading up the design department as a multi-tasking designer, art director and mentor. Coming from a craft-design and advertising background, she is used to wearing many hats at once.

Claire graduated from a Bachelor of Communication Design (with honours) from Swinburne University, Melbourne. She also lectures regularly at Western Sydney University  for the Social Impact Design studies, and sits on their external design committee board.

When she isn’t at the beach or camping, you can find her in the workshop creating jewellery or at the pub with a bunch of mates. 

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Dylan Williams

Digital Campaigner

Pronouns: he / him

Dylan is a Digital Campaigner in the Purpose Sydney office. With a background in digital engagement and voter mobilization, Dylan knows how to drive participation and engagement in issue based campaigns. Before joining Purpose, Dylan worked for the NSW Labor Party leading the team responsible for digital campaigning at elections on a local, state, and federal level.

He studied politics at the University of Sydney, where he became involved in the student union and helped run campaigns on student welfare and education funding. 

Dylan is a member of the Media, Entertainment and Arts Alliance and a passionate advocate for workers rights, social justice and economic equality.

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Justine Szalay

Associate Strategy Director

Justine brings her background in creative strategy and communications to her role as an Associate Strategy Director in the Sydney office. Her interest lies in social and behavioural sciences, finding the intersection of strategically applied insights and creative principles to solve problems, impact social issues, and create change.  In her time at Purpose, Justine has worked on a range of projects from nuclear disarmament to female leadership in STEMM, as well as a rebrand for Environmental Defenders Office Australia. 

 Her career began at M&C Saatchi where she was first exposed to the power of insightful creativity. Furthering her skills at a range of digital and creative agencies in both Australia and London, Justine gained experience in leading, developing and executing end-to-end creative and media strategies. In working with commercial clients such as ASOS and Coca-Cola, she quickly established a desire to serve, encouraging her to investigate how organisations can shape positive outcomes for communities and the environment.

In her spare time, Justine runs an urban culture print magazine called Grass Fires, practices as a Functional Medicine Health Coach and spends any chance she can get outdoors - whether it's hiking, surfing or drinking beers in the sunshine.

Lucía Parejo-Bravo

Project Manager

Lucía joined Purpose as Project Manager after having spent the previous four years managing R&D+I European funded cooperation projects in the environmental sector, particularly in the fields of climate change, green entrepreneurship and the circular economy.  In her time at Purpose, she has worked on projects in the environmental, climate and women’s leadership space. 


Since achieving her Bachelors Degree in Business Administration & Management, Lucía became interested in alternative economic models and how businesses can have a positive social and environmental impact. In 2019, she trained with Al Gore to become a Climate Reality leader and to better advocate on the climate crisis.


Originally from Spain, she is passionate about understanding different cultures and learning different languages. Besides being fluent in Spanish and English, she is also proficient in German, Chinese and French, which has allowed her to experience some of those countries in depth. 


In her spare time, Lucía likes to grab her surfboard and look for waves, do some yoga, plan her next adventure, take photos and buy lots of books that she still believes she will read one day.

Marguerite Pettit

Campaigns Director

Marguerite’s role at Purpose focuses on creating and executing cutting edge campaigns that inspire new audiences to take action. She works in close collaboration with the Purpose Creative Team and external partners to bring to life engaging campaigns. She has worked for Nike, the UNEP, IKEA Foundation, Vice Media, and many other leading organizations dedicated to social change. Marguerite is passionate about finding ways to speak to new audiences and find common ground around shared values.

Prior to joining Purpose she worked for the corporate watchdog SumOfUs.org where she ran online campaigns to engage consumers to take action on critical corporate accountability issues. In the aftermath of the tragic events in the Bangladesh garment industry she worked with stakeholders around the world to develop and implement strategies to push apparel companies to sign the Accord on Fire and Building Safety in Bangladesh. In her role as a corporate responsibility consultant she supported the Estee Lauder Companies' global CSR team, convened stakeholder engagement sessions for Cisco and wrote and project-managed GRI reports for clients in the finance and education sectors. She has a Masters in Environmental Law from the University of Sydney and her research on carbon finance and human rights was published in the Asia Pacific Journal of Environmental Law.

Originally from Australia Marguerite is a trained classical dancer and theater actor. Like all good Australians she loves to travel and is never far from booking her next adventure. On weekends you will find her taking ballet classes at Steps on Broadway, exploring New York’s epic food scene and dragging her reluctant husband onto the dance floor whenever possible. 

Michelle Winowatan

Senior Campaigner

Pronouns: she / her
As a Senior Campaigner at Purpose, Michelle Winowatan brings together her expertise in political advocacy and passion for human rights and social justice. With her background in public policy analysis, evidence-driven programming, and strategic communications, Michelle currently focuses on building movement to drive climate action in Indonesia.
Prior to joining Purpose, Michelle did research on technology policy at The Governance Lab in New York City; supported human rights advocacy at Human Rights Watch in New York City and Jakarta; and implemented peacebuilding programs with Search for Common Ground in Bali, Indonesia.
She has a Master’s degree in Public and Nonprofit Management and Policy with a specialization in Advocacy and Political Action from New York University, which she completed on a Fulbright scholarship.
In her free time, Michelle likes to cook, spend time around a body of water, and try out new things.