Diana Chen

Diana has a strong background in project management and brand and communications strategy, particularly with clients in Mainland China. She has previously managed a portfolio of multinational clients in China and Asia Pacific, including Youku, Alibaba Entertainment, Carlsberg, China Fortune Land Development, Heyi Ventures, HSBC, NBA and ofo.

She specialises in devising strategy programmes and campaigns that identify and communicate brand purpose between a company’s key stakeholders and its core consumers. Diana has experience in leading and implementing market research programs, brand strategy workshops and stakeholder engagement exercises for both regional and global development programs.

Diana is bilingual in English and Mandarin and graduated with a BBA in International Business and Marketing through the International Business and Chinese Enterprise Program (IBCE), a four-year immersive program between the University of South Carolina and the Chinese University of Hong Kong that focuses on US-China business activities.



Siân Wynn-Jones iconIn

A specialist in research and sustainability communications, Siân has developed programmes and integrated communications strategies to inspire sustainable living, build employee pride, strengthen stakeholder engagement and secure brand recognition. Prior to moving to Hong Kong and joining The Purpose Business, Siân helped BT secure recognition as the third greenest company in the world, working with local, national and international projects and partners. As a consultant with Collectively, a not-for-profit funded by 30 multi-national companies, she helped bring sustainable living messages mainstream, particularly to millennials.

Prior to focusing on sustainability issues, Siân managed heritage and information management programmes at the British Red Cross, Guardian News & Media and BT.



“Purpose is the essence of our ‘what’ and our ‘why’, it transcends time, trends and technology.A purposeful business is business at its very best.  Because a purposeful business knows itself and the world in which its part of, which gives it strength, resilience, courage and focus – vital ingredients for a successful future.”


Rachel Jetel (Mock) iconIn

Within The Purpose Business Ltd, she specialises in developing and executing sustainability strategies for clients, as well as conducting meaningful stakeholder engagement and crafting effective storytelling around such platforms.

With nearly a decade of experience, Rachel has worked with numerous multi-national organizations to sharpen and implement their sustainability platforms including Cathay Pacific, MTR, China Light & Power (CLP), Shell, BASF, PepsiCo’s Quaker Oats, Wrigley/Mars, LIXIL, Hewlett-Packard, Amgen and Takeda.

Rachel has a particular expertise in internal engagement and behaviour change, influencing and activating employees toward an organisation’s business and sustainability objectives. She has recently led internal engagement platforms and strategies for Hongkong and Shanghai Hotels’ corporate responsibility and sustainability team, Wrigley’s global sustainability awareness program for associates, Hewlett Packard’s internal HP News Now platform driving engagement around the firm’s Living Progress initiatives, as well as Darden’s award-winning Restaurant Community Grant Program in the US.

In her most recent position, Rachel led Edelman’s Business+ Social Purpose practice in APACMEA as part of global leadership team of sustainability consultants, after a move from a similar role in the U.S. based in Chicago.


“A purposeful business will truly sustain, enabling growth and positive impact among ever-growing stakeholder expectations and unprecedented resource pressures in tomorrow’s socioeconomic environment.”


Kalmond MaiconIn

He served previously as the Executive Director of Make-A-Wish Foundation of Hong Kong; Head of Climate Programme at WWF Hong Kong; Deputy Greater China Director of The Climate Group, amongst other senior positions at CK Life Sciences, Centre for Environmental Management, Education and Development of the Hong Kong Polytechnic University, and Friends of the Earth (HK). He was a Member of the Energy Advisory Committee of the Hong Kong SAR Government from 2014-2016.

Kalmond received his university education in environmental sciences in Canada and the United Kingdom, and obtained his Executive MBA degree from the Hong Kong University of Science and Technology in 2015.



“Inspired by the last module of my EMBA course (“the tao of business”), I think a “purposeful business” is a cultivation ground for success that leaves the world a bit better, whether by a healthier child, a greener garden patch, or a redeemed social condition.”


Philippa de Fonblanque

Under Philippa’s guidance, Swire Pacific was admitted to the Climate Disclosure Leadership Index for CDP and the Dow Jones Sustainability Index for Asia Pacific, as well as ChannelNews Asia Top 100 companies in 2015. She has also worked closely with other Swire Group companies formulating strategy development, communications and carbon risk assessment. Other areas of expertise include CDM project development and climate change risk assessments. Philippa is originally from the UK but now lives in Australia. She loves anything to do with the outdoors, especially kitesurfing, sailing and hiking. She is a passionate about climate change, recycling and sustainable living.



Will Ng iconIn

Having started his career working in risk assurance with investment management clients at PwC, Will has now shifted his focus to sustainable finance and investor relations. He applies futures thinking and scenario planning to help clients identify risks, strategise and embed sustainability thinking into their organisations. Will’s experiences also includes stakeholder engagement, risk identification and mapping and market research.

Since joining The Purpose Business, Will has served a number of iconic Hong Kong brands including Cathay Pacific, Shangri-La and The Hongkong and Shanghai Hotels — supporting each of their own sustainability journeys.

Will is native in both English and Cantonese, and has a working knowledge of Mandarin. He is also a registered Chartered Accountant under ICAEW. His idea of fun includes Shorinji kempo, a Japanese martial art, as well as hiking and photography.




Scotia Ryer iconIn

Scotia is a U.S. ­trained lawyer with extensive experience representing clients in sustainable development and real estate projects. Her broad legal and environmental expertise around green buildings, leasing, environmental diligence and land use, brings a unique perspective and skill set to the Purpose Business. As a LEED AP, Scotia has a comprehensive understanding of the sustainable development challenges and best practices within the commercial real estate industry.

Since moving to Hong Kong in 2012, Scotia has directed her skills toward environmental and sustainability policy, strategy, and ESG reporting.  She was the lead author on the Business Environment Council (BEC) Handbook: Understanding Materiality for Environmental Social Governance Reporting(2014).  Scotia also authored the BEC’s 2013 Hong Kong Business Survey on Energy Efficiency & Climate Change (2014) and prepared the BEC Response to the Public Consultation on the Future Development of the Electricity Market (2015), working closely with the BEC’s Energy Advisory Working Group.  Her legal background and deep understanding of sustainable development issues, means that Scotia is an expert in transforming technical language and complex concepts in a way that everyone can understand.

Scotia is an avid sailor and is the Class Secretary for the Hong Kong Etchells Association.



“Purpose makes the business more resilient to short term challenges and remain competitive in the long run”


Kit-­wai Lee (Vicky Lee)iconIn

Vicky is a learning and development, ESG reporting and waste specialist with extensive experience working with businesses, institutions, NGOs and public bodies. She is one of TPB’s strongest multilingual facilitators (English, Cantonese & Putonghua).

Specialising in multi-language and multi-cultural stakeholder interventions for Asia-based organisations, Vicky has developed and managed engagement programmes and bespoke employee training for diverse clients including most recently for Green Island Cement, New World Development Corporation, Hong Kong Tramways, Cathay Pacific and Feeding Hong Kong.

Vicky has been at the forefront of ESG reporting and wrote the first reports of Hi-Sun Technology and iOne. She is proficient in GRI reporting and has successfully completed the GRI Standards Exam.

With her strength in culture and alignment, and strong interest in waste management, she worked as the local correspondence of the Sustainability Team of Volvo Ocean Race– Hong Kong Stopover to provide waste management solutions, including assessing the supply chain of the local recyclers, aligning waste management mechanism with the site eateries, briefing to the volunteers and measuring the ultimate waste impact.



“A purposeful business should be mindful to the common interest of people in the society”


Emmi Capili iconIn

Emmi is a Sustainability Analyst who has worked across a broad range of stakeholders and organisations in the Philippines and Singapore, including local government units, academic and research institutions, NGOs as well as private organizations.

She has over 13 years of experience in environment­ related projects. With a solid background in Biology, Marine Science and Climate Change, she has an extensive experience in environmental outreach, scientific research and project coordination. She is a seasoned science communicator and development advocate.

Emmi enjoys recreational and sports activities such as badminton, volleyball, bowling, yoga and dancing. She is also a volunteer international correspondent for a media organization based in the Philippines.



  “Personally, I believe that the biggest risk businesses are facing today is the fast depletion of resources. This can be averted with sustainable planning and innovative practices.”

Adrian Cheng iconIn

Adrian works with organisations in ensuring that they measure , manage and monitor data in order to meaningfully track sustainability performance. Adrian is also the founder of AD Hong Kong Explorer, a bespoke tour service for all of Hong Kong’s hidden heritage, culture, nature, arts, food and other enchanting hidden experiences, which promotes responsible tourism in Hong Kong.

He has worked in various organisations including Business Environment Council (BEC); Agriculture, Fisheries and Conservation Department (AFCD) and Hong Kong Organic Resource Centre (HKORC) where he has delivery on data synthesis, stakeholder engagement and overall support for sustainability rpeorting. Adrian holds a BSc in Environmental Life Science from the University of Hong Kong and a MSc in Environmental Technologies from Imperial College London.



“A purposeful company has an innovative management strategy, which responds to changes flexibly and swiftly. It has high level of employee satisfaction and morale. Also, it achieves positive reputation in the market, good quality products or services”


Mabi David iconIn

 Mabi has nine years experience working in reporting the sustainability agenda of numerous blue-chip companies in the Philippines, particularly in the use of the Global Reporting Initiative framework. With interest in research and information and how these can catalyse sustainability strategy development, Mabi has worked on the sustainability reports of such clients as Ayala Corporation, Ayala Land, AES Philippines, AES-VCM (Vietnam), Energy Development Corporation, First Gen, Globe, San Roque Power Corporation, Team Energy, and Zuellig Family Foundation.

A published writer and publications professional, she also has almost 15 years’ worth of experience in end-to-end publishing. She is the cofounder of Drink Communications, a sustainability communications agency in the Philippines, and a founding member of High Chair, a poetry organisation that provides free poetry workshops in schools and communities nationwide and donates poetry books to public libraries.

Mabi is based in Manila.



“You know business leads with purpose when you hear it in the way people talk about their company. It is the sound of people who found meaning in their work lives”


Chris Dwyer iconIn

Chris Dwyer is a Hong Kong­based writer and communications consultant with more than fifteen years experience working across global media brands. His work can be found here ( )

Prior to establishing his own consultancy, Chris spent thirteen years at CNN International, most recently as Vice President Communications, CNN Asia Pacific and Head of Corporate Communications for Turner Broadcasting System Asia Pacific. He led all Marketing and PR across CNN Worldwide’s operations in Asia Pacific, leading a team of twenty in executing communication strategies across consumer, brand and trade media. A particular focus came through his extensive exposure to crisis management scenarios.

Prior to CNN, Dwyer was PR Officer for a British youth development charity, Raleigh International. He led their UK communications outreach and represented them in Belize, Malaysia and Chile where he accompanied Prince William, Duke of Cambridge, on an expedition. He speaks fluent French and conversational German and Spanish.



“Purpose defines us. Without it , there is no true sense of direction or ultimately, achievement. Personally and professionally, everyone should seek to define their own.”


Pua Kielland iconIn

Pua assists in the delivery of the writing and communications services. Her experience in working with a broad range of stakeholders and organisations including the Clinton Global Initiative, the WWF and the Climate Change Business Forum allow her to deliver clear, succinct and meaningful stories.

When she’s not beavering away writing, Pua teaches yoga, runs, hikes and swims swimming and snowboarding.



“Today’s business risks are myriad and complex. Cost to business and regulation as we move into a more resource­constrained and carbon-constrained world is both a risk and an opportunity for business”


Dr. Merrin Pearse iconIn

Merrin is a key facilitator and project manager whose leadership style allows projects to be realised through unleashing the full potential of colleagues and suppliers. His open communication engages colleagues and stakeholders across different cultural backgrounds, experiences and ages enabling company objectives to be met, on time and, crucially, within budget.

He has a wide range of international experience working for Government Departments, SMEs, international companies and NGO’s in quality assurance, auditing, sustainability, benchmarking and community engagement roles. He brings with him his geodetic and geomatic engineering expertise as well as his experience in delivering experiential leadership learning programs on sustainability.

Merrin is active in community groups which promote alternative economical options to developments. He is a co­organiser of the Hong Kong Green Drinks, Chairman of the Living Islands Movement, and an external advisor to AIESEC Hong Kong Baptist University.



“The best way for SMEs to embrace sustainability is to look for efficiency opportunities in every section of their business, particularly exploring what gets delivered through your front door and what leaves via the back door .”


Desmond Crofton

Des is an award­winning corporate communications specialist with more than 30 years’ experience as a writer in Canada and Asia. He brings considerable expertise in sustainability reporting and case writing for corporate and financial clients to the team. He developed the first sustainability report for the Airport Authority of Hong Kong and recently completed the MTR 2014 Sustainability Report. Des continues to work for a number of Hong Kong’s blue chip companies including AsiaSat, CITIC Pacific and Maxim’s Group.

Des has an all­consuming passion for street and travel photography.


“For me, the biggest risk business is facing today include stagnation, complacency, an over-riding belief that what worked in the past will continue to work in the future.”


Elise McAuley iconIn

Elise is an economist with 15 years’ experience of sustainable development and climate change initiatives in Papua New Guinea, South East Asia and China. She has an established record of delivering sustainability reporting services, supporting corporate clients to achieve disclosure and transparency in line with the Hong Kong Stock Exchange ESG Guide and GRI G4 & GRI Standards reporting guidelines.

Elise grew up in Hong Kong. She enjoys life with her young family, is an avid hiker and horse rider.



“I propose that a business acts responsibly when it no longer treats these natural capital assets as if they were expendable, and it provides leadership when it offers us an alternative way of being with new methods of production and patterns of consumption.”


Dr. Margaret Burnett iconIn

Thought Leadership Lead

Dr Margaret Burnett has more than 25 years experience in the field of sustainability and a proven track record helping clients integrate it into their core organizational decision­making processes and culture.

She supports The Purpose Business by providing meaningful initiatives to align sustainability vision with action, through thought leadership and knowledge­sharing from her multi faceted academic and commercial career. Her experience also includes performance reviews, benchmarking, strategic decision­making and identifying risks/opportunities faced by organizations on subjects such as climate change.

Margaret holds a BA Distinction in Economic Geography from McGIll University, an MA in Regional Planning and Resource Development from Waterloo, Canada, and her PhD from CUPEM, Hong Kong University. Currently Margaret is teaching at Baptist University on business ethics and CSR.

She is often a guest speaker and partners with organizations to provide support to their in­house CSR and sustainability initiatives including companies like Gammon, ACML, COSCO, AAHK and Sino Group. She has also developed and delivered sustainability leadership training modules.

Currently Margaret is the Program Director of the taught Masters of Social Sciences in Corporate Environmental Governance at the University of Hong Kong, that aims to bridge the gap between theory and practice in the field of corporate environmental social responsibility.


“Purpose does not lie in what feels good, it’s about what you choose to make important”


Pat Dwyer iconIn

Founder and Director

Pat Dwyer has fifteen years sustainability leadership experience, most recently as Global head of CSR & Sustainability for Shangri­La Hotels & Resorts.

She holds a BA in European Studies from Ateneo de Manila University and an MA in Globalisation and Governance from the University of Birmingham. She just completed a Certificate for Transformational Leadership, at theUniversity of Oxford SaÏd Business School under the World Economic Forum Young Global Leaders Programme.

Pat brought Shangri­La to the forefront of responsible tourism operations, making it the only Asian hotel group to be recognized in the Dow Jones Sustainability Index. She developed programmes across 89 hotels in 22 countries covering a broad spectrum including carbon management, diversity, environment stewardship and employee engagement. She equipped over 40,000 colleagues to understand sustainability issues through a training module and worked with local organisations to benefit more than 30,000 children globally. Previously, Pat was the first CSR head of Ayala Land, Inc. in the Philippines.

She was recently named to the World Economic Forum Young Global Leaders Class of 2015, serves on the World Economic Forum Global Agenda Council for Oceans, is the recipient of the International Hotel Investment Forum Young Leader award and was named one of Premier Traveller’s ‘30 most Compelling Women in Travel’. Pat continues to serve in the Asia sub committee of the Make a Wish Foundation and on the Faculty of the CSR Training Institute. Pat loves to swim, dance and cook – though not all at once.



Fiona Donnelly iconIn

Business Development Lead

Fiona Donnelly has more than twenty years of professional experience across service delivery and business development.

With professional qualifications in accounting and marketing, she has worked at two of the Big Four accounting firms and brings a strong commercial perspective and sound understanding of business risks, processes and opportunities to her work.

She has worked in the economic development agencies of three governments – UK, Hong Kong and Scotland – helping to deliver results for literally hundreds of companies with their market entry, strategy and operational business development tasks. Notably, in her capacity serving Scottish Development International, Fiona wrote the strategy for Scotland trade and investment with Hong Kong, where the cleantech and low carbon sectors were a key priority area.

Fiona is an active member of various CSR and related communities and committees in Hong Kong, including skills­based volunteering for Hong Kong’s glass bottle recycling efforts. In her free time, Fiona recharges her batteries with a good round of golf.


“Purpose is the biggest reason for a business existing”


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