Purpose Sydney


Purpose’s office in Sydney is a hub for our work in Asia and the Pacific.

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

We acknowledge the Traditional Owners – 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

Managing Director, Australia & Asia Pacific

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 work in Europe, Africa, and Asia. He has developed and led projects with clients including the World Health Organization, Unilever, Liverpool Football Club, The Fred Hollows Foundation, and BT on a variety of issues including women's empowerment, climate change, avoidable blindness, and sports-for-development. In 2018, he is relocating to Australia to lead on the establishment of a new regional office.


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 lead 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 and Bangkok.

Alex Mclntosh

Senior Strategist

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.

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Caroline Shields

Senior Visual Designer

As a senior visual designer at Purpose, Caro uses her expertise in ideation, design thinking and visual storytelling to help elevate some of the biggest issues of our time. With over ten years experience under her belt working in design and advertising agencies, she has a diverse background that includes integrated campaigns, branding, digital, spatial and experience design.

Caro grew up in the beautiful far north of New Zealand, studying a BDES at Massey University in Wellington. Since then she’s worked in creative agencies in New Zealand, Australia and the UK across commercial and social impact clients. In between, she’s also worked hosting millionaires in Swiss chalets, facilitating humanitarian design programs in Nepal and Cambodia, and co-founded an environmental side hustle called Be An Unfucker.

Away from the grips of her laptop you’ll find her growing backyard veggies, hiking in national parks, and dreaming of her future tiny house.

Chris Cooper

Senior Campaigner

As Senior Campaigner, Chris brings over a decade of experience working to design and implement issue-driven programs and campaigns. 


Building on his early career in photography, video production, and digital design, Chris also studied international development and politics. This has led him to work across numerous continents on initiatives that have fought for better rights and policy outcomes on issues including migration, health, climate change, and poverty alleviation. 


He has a strong commitment to participatory development and is driven by work that enables vulnerable and marginalised communities to self-advocate and design their own progress. 


With his broad experience, Chris brings to Purpose the ability to work across the private, NGO, and activist sectors.

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. 

Matt Nguyen


As a Strategist, Matt is keen to employ participatory approaches and evidence-driven rigour towards achieving social impact. Since joining he has worked across a wide range of issue areas from climate change to digital rights. 

Passionate about systems disruption, he previously has co-founded an urban placemaking social enterprise operating across Australasia, conducted vaccination policy research and worked on improving access in the pharmaceutical industry. He currently sits on the Board of Oaktree, Australia’s largest youth-run international development agency and the Human Rights Arts and Film Festival.

He is graduate of the University of Melbourne where he studied Microbiology and Immunology.

In his spare time, Matt can be found listening to either Sly and the Family Stone records or true crime podcasts.