Our founders

Founded by best-selling authors, activists and social entrepreneurs Afdhel Aziz and Bobby Jones, we envision a world where all businesses thrive because they serve humanity and the planet.

To turn that vision into reality, we continue to pioneer new ways of turning Purpose Transformation into a driving force for business growth through Societal Impact. Through tried and tested proprietary Purpose frameworks, we help our clients unlock the full value of Purpose across their people, brands and entire organization.

Today, Conspiracy of Love is led by four partners at the heart of a global team of Co-Conspirators: strategists, designers, researchers, storytellers and activists, all committed to creating better businesses and a better world.

Leadership team

After spending decades working as marketers and strategists at award-winning agencies, world-class brands and global corporate powerhouses, we were all asking ourselves the same kind of questions—is this it? Is this the work we are going to be remembered for: getting more people to buy more stuff?

It just didn’t feel fulfilling or meaningful to us, and we knew we were not alone. Many of our colleagues were feeling a crisis of meaninglessness in their work lives as well. So we committed ourselves to building a movement that would help business become a force for good.

That movement started with a book that quickly became a bestseller: “Good is the New Cool: Market Like You Give A Damn,” written by Founding Partners Afdhel and Bobby. From this Conspiracy of Love was born, and now works with Fortune 500 companies, iconic brands and cutting-edge nonprofits, helping businesses do better by doing good.

  • Afdhel Aziz

    Founding Partner,
    Chief Purpose Officer

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    Afdhel is one of the most inspiring voices in the movement for business as a force for good.

    Following a 20-year career leading brands at Procter & Gamble, Nokia, Heineken and Absolut Vodka in London and NY, Sri Lankan-born Afdhel now lives in California and inspires individuals and companies across the globe to find Purpose in their work.

    Af writes for Forbes on the intersection of business and social impact, co-authored best-selling books ‘Good is the New Cool: Market Like You A Give a Damn’ and ‘Good is the New Cool: The Principles of Purpose’, and is an acclaimed keynote speaker featured at Cannes Lions, SXSW, TEDx, Advertising Week, Columbia University, and more.

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    Website

  • Bobby Jones

    Founding Partner,
    Chief Strategy Officer

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    Top-selling author, renowned international speaker and strategist, Bobby is an expert on Conscious Capitalism.

    Bobby empowers employees, business leaders and brand-builders with tools to unlock their Purpose and grow their businesses by being of service to others. With over a decade of senior leadership in Purpose-driven marketing, Bobby has delivered keynotes, consultations and workshops to some of the best-known businesses, NGOs, celebrities and change-makers around the globe.

    Since the release of his best-selling books ‘Good is the New Cool: Market Like You A Give a Damn’ and ‘Good is the New Cool: The Principles of Purpose’, Bobby has helped people in around 140 countries develop solutions to global challenges.

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    Website

  • Helen Trickey

    Managing Partner,
    Client Services & Impact

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    A strategic brand-builder and commercial strategist, Helen has mobilized teams across the world to find their Purpose and translate it into actions that have tangible cultural and commercial value.

    Helen’s relentless energy and thoughtful creativity are backed by a strong working knowledge of the UN’s Sustainable Development Goals, and by business development, partnerships, operations and production experience with world-leading brands including Lego, Unilever, Virgin and the United Nations.

    Having managed large multidisciplinary teams, Helen’s superpower is mobilizing everyone from intern to C-suite to get behind a brand’s Purpose.

    In addition to working for Conspiracy of Love, Helen is a campaigns and comms consultant for the United Nations.

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  • Philipp Reker

    Managing Partner,
    Strategy & Transformation

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    Philipp has unrivaled Purpose Transformation experience. As global VP of culture and transformation at Fortune 500 toy company Mattel, Philipp successfully transformed functions and brands by aligning senior leaders and engaging employees globally around a clear Purpose: "Inspiring Wonder in the Next Generation.”

    Philipp’s global brand and agency career spans roles as brand manager for Mercedes-Benz, vice president DDB Entertainment and global business director for communications firm DDB Worldwide and head of the West Coast arm of Omnicom branding firm Siegel + Gale.

    Philipp has also led strategic transformation projects with major global brands including Reebok, Volkswagen, PepsiCo, Southwest Airlines, Frito Lay, Sephora, LG, Condé Nast and more.

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Meet our Co-Conspirators

To create world-class strategies, concepts and ideas for our clients, we tap into a global team of Co-Conspirators: strategists, designers, researchers, storytellers and activists, all committed to creating better businesses and a better world.

  • Marissa Green

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    Marissa specializes in human-centered design, helping companies connect Purpose with business strategy and Societal Impact. With a focus on Purpose Transformation, Marissa helps companies uncover the unique impact they can have in society and develop the transformation strategy to make that impact a reality by aligning operations, values, and culture with Purpose.

  • Manuel Rios Krauss

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    Manu is a change strategist and futurist with a track record in redefining markets, designing products and creating new narratives to make brands more beautiful.

    With over 20 years of experience, including leading Unilever’s Beauty and Personal Care brands globally, Manu is an expert in emerging culture and consumer understanding.

    Manu was born in Peru, lived briefly in Brazil and spent most of his life in Argentina before settling in London: bringing with him insight on LATAM markets and marketing authentically to LatinX communities in the US.

    Passionate about Sustainability, Purpose and Social Impact, Manu’s mantra is “the right thing, the right way, for the right reasons”.

  • Tru Pettigrew

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    Tru is a celebrated author, an engaging speaker, a committed community leader, and an award-winning marketing executive with over 20 years of experience at the nation’s top advertising & marketing agencies.

    Tru currently serves as the Chief Diversity & Inclusion Officer for the Minnesota Timberwolves and the Minnesota Lynx.

    Tru is also the founder and President of Tru Access, which is a Community Bridge Building consultancy that serves organizations by helping them to Build Bridges of trust and understanding across various divides. His first book “Millennials Revealed” serves as a guide for countless individuals and organizations across the country to help them build meaningful connections across diverse generations.

    As a Diversity, Equity, & Inclusion advocate and committed Community Bridge Builder, Tru has established a strong reputation for building bridges across racial, cultural, gender, and relational lines of all kinds. Tru has been married to his beautiful wife, Tameka, for over 20 years, and they are both extremely proud of their 10-year-old young prince, Austin.

  • Faye 'Mouse' Bell

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    Mouse has a broad commercial, operational, and product innovation background, with previous roles including deputy MD of Econsultancy, and head of strategy for digital transformation agency Xpon Digital.

    In 2017, Mouse co-founded Strong + Bendy, a successful body-inclusive fitness studio in east London. With 27,000+ visits and over 3,000 five-star reviews, Strong + Bendy continues to lead the movement to reclaim exercise from diet culture.

    Mouse brings exec-level leadership experience with entrepreneurial spirit to her director of operations role.

  • Tim O'Brien

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    Tim is Australia’s foremost thinker on ESG, Purpose-driven strategy, impact measurement, and regenerative supply chain management.

    Tim’s career also includes nearly two decades of experience in innovation, systems finance, product development, and business model design.

    Tim has worked with many of the leaders of sustainable and ethical business in Australia and beyond, including Adidas, Aesop, a2 Milk, and many more.

    Tim enjoys spending time with his family, including his two young children, and will never say no to a surf!

  • Catrin Thomas

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    Transformation specialist Catrin has over 25 years of global commercial and general management experience. She has delivered Purpose-led and measurable transformation in a diverse range of businesses including Procter & Gamble, Nestlé, News Corp, Alberto Culver and Unilever.

    Driven by a passionate belief in the power of business to do good, Catrin currently works as a board member, advisor and consultant to founder-led start-ups and multinational corporations. Catrin was born in Wales and is now based in Sydney, Australia.

  • Ricardo Fuentes

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    Ricardo Fuentes-Nieva is an economist, activist, and thought leader with 20+ years of experience in policy research, activism, and executive leadership.

    As executive board member of Oxfam International and executive director of Oxfam México between 2015-2020, Ricardo steered the public-perception and financial transformation of Oxfam México.

    Ricardo’s Working for the Few reports, published while he was head of research at Oxfam GB, have been quoted extensively by world leaders, including Barack Obama, Christine Lagarde, and Bernie Sanders.

    Ricardo also co-authored several human development reports for the United Nations Development Programme, and a world development report for the World Bank. His work has been featured in the Financial Times, New York Times, Washington Post, CNN, and more.

    Ricardo holds a BS and an MSc in Economics.

  • Aaron Craig Mitchell

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    Aaron is an LA based HR Leader, Investor, Advisor, Coach, Changemaker, and Entrepreneur with nearly 20 years of experience across various industries.

    As the former Director of HR for Netflix Animation, Aaron has become globally recognized for his historic work pioneering Netflix’s 2% Cash Holdings Pledge of $100 Million into Black Owned Banks. An initiative that not only led to critical acclaim, but also anchored a movement for financial equity & inclusion and opened doors for marginalized communities to flourish. His work has led to features in The New York Times, CNBC, and Wired.

    Aaron currently serves on the boards of UNICEF, The Atlanta Music Project and The People Concern, as well as an Advisor for Struct Club and People Tech Advisors.

    Born in New Haven, CT, he earned his MBA from Harvard Business School, and BBA from Temple University in Pennsylvania. He resides in Los Angeles, CA with his wife and two daughters.

  • Michelle Lee

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    Michelle has spent the past 20 years working in strategy, foresight, innovation, and research across US, Canadian, and Australian markets.

    Michelle’s passion for The Future of Good and deep understanding of consumers and cultural trends has helped brands including Dove, American Express, Coca-Cola and Walmart shift their efforts towards more conscious capitalism.

  • Neil Dusuki

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    Neil is a brand & strategy consultant with 16 years experience at some of the world’s best brands and creative agencies in Los Angeles, London and Shanghai.

    Neil helps organizations grow their brands and create positive impact by rallying them around a shared purpose and bringing it to life across the entire business and consumer journey.

    In his Big Tech days Neil helped Apple launch into entertainment and was behind some of Apple’s most innovative and awarded campaigns (including two Grand Prix Lions at Cannes).

    Before going independent, Neil led brand marketing at GoodRx which he helped turn into the most trusted digital healthcare brand in America.

  • Rena Varsani

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    Rena is an experienced copy chief and brand and tone of voice consultant based in London. She works with multinationals such as Meta and Levi Strauss & Co, as well as start-ups and scale-ups, to help them define themselves, find their voice, connect with their audiences, and change behavior.

    She is passionate about helping brands craft a voice born out of their own truth and a world need. Her aim is to help each and every client to stand for something meaningful and stand out in the sea of sameness.

    In her spare time, she loves hanging out with her spirited daughters, secondhand shopping, running, and doing yet more writing.

  • Lucie Greene

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    Lucie is a forecaster, strategist, and award-winning author specializing in the meeting of cultural trends and consumer insight with ethical practices and brand innovation.

    Lucie headed the-up trends divisions for J Walter Thompson (now Wunderman Thompson), -frequently consulting with Fortune 500 clients, - and The Future Laboratory, before setting up her own futures agency Light Years.

    In August 2018, Lucie released her award-winning book Silicon States: The Power and Politics of Big Tech and What it Means for Our Future.

    Lucie has featured as a consumer insight expert on BBC and Fox News, contributed to pieces in Campaign and the Financial Times, and delivered keynotes at conferences including SXSW, among many other projects.

  • Alejandra Costa

    Alejandra Costa

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    Alejandra is a Toronto based Peruvian brand & strategy purpose marketeer. With consumer love and a passion for insights, Ale has designed purpose-driven strategies for brands including Dove & Sedal across Peru and Latin America.

    Ale views each new Purpose Project as an opportunity to do good and is driven by making a positive impact on the world. Inspiring enthusiasm in others to find purpose is what she loves most about working on new projects.

    In her free time, Ale loves practicing indoor cycling.

  • Kim McCann

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    With 15+ years of client engagement experience, Kim works closely with multidisciplinary teams and client partners to co-create meaningful business strategies, initiatives, and products. Kim is passionate about the power of collaboration to create a positive impact.

    Her early work focused on producing digital marketing campaigns for brands including 20th Century Fox films, Disney, Naked Juice, Mitsubishi, and Nike, before pivoting to focus on brand strategy, Purpose articulation, and activation.

    Kim has worked closely with senior leaders on the development and execution of Brand Purpose Frameworks for INSEAD San Francisco Hub for Business Innovation and Fortune 500 toy company Mattel.

  • Lydia Hatch

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    ​​With 10+ years of cross-sectorial experience, Lydia is passionate about helping businesses, government, and civil society co-create sustainable economic, environmental, and social impact.

    Lydia’s experience includes ESG strategies, impact modeling, measurement frameworks, and innovative systems-based financing schemes, with clients including Adidas, Apollo Campervans, Gates Foundation, the US Agency for International Development, the Department of Foreign Affairs and Trade in Australia, and more.

    Originally from the US, Lydia moved down under in 2017 for work and now calls Brisbane home. She lives with her partner and enjoys exploring hiking trails, traveling, and playing soccer.

  • David Oswald

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    David is a LA-based German creative director, marketer and award-winning copywriter with a passion for finding humanity in a brand’s tone of voice.

    David started his extensive agency and in-house career as a writer for Volkswagen, Nike, and German Rail. David moved on to become the first German creative for Apple's global creative agency TBWA\Media Arts Lab, and has worked on freelance creative projects across Norway, Australia, UK and USA with Apple, 72andSunny, Netflix, Google, DAZN, and more. He also led the rebranding of health-tech company GoodRx as full-time brand creative director.

  • Veronika Monteith

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    Veronika met Conspiracy of Love’s founders Afdhel and Bobby in 2018 while working for an international speakers’ bureau that represented Purpose-driven leaders, innovators, and experts. By 2021, Veronika was working for COL full-time.

    With fastidious attention to detail and an unrivaled work -ethic, Veronika supports Conspiracy of Love’s Founders, Partners, and Co-Conspirators to do their best work.

    Veronika’s diverse career includes 14 years in Oman in senior administrative roles at the British Council and a private international school.

  • Jasmine Them

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    Jasmine, a Southern California native, currently calls Long Beach, CA her home. She is a proud alumna of UCLA, where she earned a degree in Sociology.

    Since 2020, she has been an invaluable member of the Conspiracy of Love team, serving first as a personal assistant to the Chief Purpose Officer, and now as his Speaking Manager and Chief of Staff on his personal projects.

    In her spare time, Jasmine enjoys spending quality time with her beloved cat and dog, Meems and Emoji, tending to her plants, and embarking on bike rides and hikes.

  • Lucia Slezakova

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    Born in Slovakia, Lucia is now settled in Prague, having lived, studied, and worked in Germany, Australia, and the US.

    Lucia has excelled at project management, sustainability, and communications roles within large multinationals such as PwC, Samsung, and Coca-Cola HBC, as well as small start-ups.

    It is her passion for bringing awareness to the most innovative, inspirational, and impactful stories around the globe that attracted Lu to her current role heading up marketing and communications for Conspiracy of Love.

    Lucia is a sports and food enthusiast, constantly on the lookout for new adventures, and also a proud co-founder of a little design studio.

  • Katie Denman

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    Conspiracy of Love project manager Katie holds a bachelor’'s degree in communications and economics, a master’s degree in Management and Leadership, and an MBA. Katie teams her organizational skills with an ability to foster collaboration to drive projects forward.

    Prior to joining the team, Katie worked as a public speaking coach, training children aged 7+ across the US and Australia, earning the title Coach of the Month, and receiving impressive reviews from clients and management. In her free time, Katie enjoys roller skating, painting, and playing rugby.

We are a proud MBE certified minority owned business and Certified B Corp, joining the community of companies like Patagonia, Ben and Jerry’s, Seventh Generation, and more who believe in business as a force for good.