Former IDEO Partner and Amplify executive brings breadth and depth of experience in scaling innovative ventures

Today, we’re excited to announce the newest member of the PVG family, Diana Rhoten, who joins us as Managing Director. Diana brings two decades of experience in scaling innovative ventures as a strategist and executive. 

Purpose Venture Group is a boutique advisory firm that works with purpose-led, impact-focused ventures tackling the climate crisis and economic inequality— particularly those working at the nexus of both. In her new role, Diana will help shape PVG’s business growth strategy, lead client engagements and build a thriving, collaborative team.

As an IDEO partner and director, Diana worked with some of our country’s most iconic Fortune 500 companies, high-growth ventures and influential nonprofit leaders to drive positive growth and change in areas such as education, media and sustainability. 

Prior to IDEO, Diana was Chief Strategy Officer at Amplify, a pioneering education technology business. In addition to her executive experience, Diana has extensive entrepreneurial expertise as co-founder of Startl, the first start-up accelerator for digital learning products and ventures.

Earlier in her career, Diana worked with various commercial and non-commercial climate change R&D entities across the U.S. After being recognized by Sigma Xi for her contributions to climate science, Diana joined the Social Science Research Council and the National Science Foundation to focus on the application of science and technology to social innovation.  

“Diana has the big picture vision, discipline and focus, and track record of translating ideas into action that benefit people and communities. All of that speaks to who we are at PVG and want to help realize in the world with our clients,” said Ari Matusiak, PVG co-founder and managing partner. “Diana’s deep experience designing and incubating products to solve societally important challenges, her strategic acumen and her pragmatic and relational approach to advising clients make her a perfect fit for PVG,” added Tony Curnes, PVG co-founder and partner. 

“I thrive on helping organizations tackle complex human needs through thoughtful strategies and tangible solutions. I had that thrill at IDEO, and I see an even bigger opportunity at PVG,” Diana said. “I’m excited to help the team scale toward a rapidly growing market and societal demand, and to help clients pursue new business models that fully integrate purpose and profit.” 

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