Our Team —

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Diana Rhoten


Diana is a design and innovation strategist who specializes in human-centered, systems-level change. She has 20 years of experience leading for-profit and non-profit organizations through large-scale transitions and whole-scale transformations. Drawn to complex challenges, she builds brands and businesses, movements and markets that yield both strategic growth and social impact. 

Before joining PVG, Diana was Associate Partner and Managing Director at IDEO, where she helped launch the firm’s global Design for Change practice, created its Purposeful Brands portfolio, and led its New York studio. Prior to consulting, Diana was CSO at Amplify, a subsidiary of News Corp Inc., where she focused on the venture’s post-acquisition integration and expansion. In addition to her “edtech” executive experience, Diana has extensive entrepreneurial expertise as co-founder of Startl, the first start-up accelerator for digital learning innovation. Earlier in her career, Diana designed and advised different commercial and non-commercial R&D entities on the power of interdisciplinary collaboration to generate breakthroughs in climate change. After being recognized for her contributions to climate science, Diana was invited to the Social Science Research Council and the National Science Foundation where she developed new platforms and programs to advance social innovation.  

Today, Diana is a strategic advisor to the Discovery Partner’s Institute, Recount Media, and Noggin Media. She is a board member at Puppies Behind Bars, and previously served on the board of DIRTT Environmental Solutions (Nasdaq: DRTT). Diana has a Ph.D. and an M.A. from Stanford University, an M.Ed. from Harvard University, and a B.A. from Brown University. She is also a Lieberman Scholar, a Fulbright Scholar, and a Sigma Xi Distinguished Lecturer. Most importantly, she is a proud graduate of the Freestyle Love Supreme Academy.