How we’re investing in operations in order to scale our capacity for impact and enable abundance in the social economy
Andrew Greer, Purppl’s Managing Director
At Purppl, we’re on a continuous journey to contribute to a just, regenerative economy that prioritizes collective wellbeing and the health of our planet. We know this work is too big for any one person or group, so we focus on small, thoughtful actions that collectively add up to big change.
Key to this work is investing in our team and operations.
So often, as founders and leaders of social impact organizations, we can fall into the traps of scarcity and overwork. And while staying lean can mean the difference between growing and shuttering a business, the strategies that got us through our startup years are not the ones that will carry us through to maturity.
As our organization acclimatizes to a more mature stage of business and impact, we need new ways of operating – and new people to lead and strengthen our social enterprise operations. Investing in operations is an investment in abundance and helps to build the scaffolding for strong, respectful relationships – amongst our teams and the people and communities we serve.
Welcoming Katie Green and Lina Moreno to the Purppl Team
After an intentional and, frankly, energizing hiring cycle, during which our team got to learn and practice how to apply our values and vision to every aspect of the recruitment process, we are excited to welcome two new members to our team: Katie Green as our Operations & Client Success Lead and Lina Moreno in Operations & Administration.
Get to know these two fascinating humans, including their approach to building wellbeing into the fabric of an organization through transparent, honest systems, practices and policies that uplift collaborators, clients and communities.
Btw, if you’re curious to hear what we learned through the hiring process, my colleague Domenica Chieffo shares some key takeaways about ethical, inclusive hiring practices on our blog.
Meet Katie Green: An Operations Leader Who Prioritizes Wellbeing
Katie Green, Purppl Operations & Client Success Lead
Joining me in senior leadership at Purppl, Katie Green brings more than 15 years of experience in helping people and organizations grow in a good way.
As the co-founder and former Executive Director of inPath / N’we Jinan, Katie and her team facilitated the development of arts programs alongside more than 120+ Indigenous nations, nurturing Indigenous youth and artists through arts-based learning, job skills training, and mentorship. Under her leadership, inPath grew to $3.5 million in annual diversified revenue. Getting there required Katie to learn how to build skills, templates and tools that were human-centered, culturally responsive and grounded in community wellbeing. Her transition of inPath to a fully Indigenous leadership team shows her commitment to making sure leadership truly reflects the communities served.
After inPath, Katie took on various roles as consultant and coach, eventually finding her way to Purppl’s team as a contract Entrepreneur In Residence. When we first met her, she told us, “I build boxes for others to think outside of”, and we’ve since seen this in action. Working with diverse nonprofits, social enterprises and institutions, she is continuously designing frameworks and toolsets that meet clients where they’re at, inspiring agency, autonomy and resilience.
As with most operations professionals, Katie is a generalist, with experience supporting leaders to find clarity and purpose alignment, develop operational and financial systems that enable confidence, plan for succession, manage change, crisis and conflict, build reciprocal relationships, and design businesses that centre community.
In her new staff role at Purppl, Katie is taking the lead on Operations and Client Success, bringing her diverse experiences and expertise to ensuring that Purppl’s systems, practices and policies are designed to fully support the social entrepreneurs and impact leaders at the heart of our mission.
Her focus is on creating processes that prioritize wellbeing, understanding that when people thrive, everything else falls into place. Katie is always listening, learning, and adjusting, and we’re excited to have her help us support social entrepreneurs in even more meaningful ways.
“I’m incredibly excited to join the Purppl team during this transformative period,” says Katie. “As social purpose organizations like ours scale, it becomes essential to build strong operational foundations that enable sustainable growth and create spaces where innovation, collaboration, and community can flourish. I believe that thoughtful, responsive systems are the key to unlocking abundance – ensuring that both our team and the communities we serve have the support they need to thrive. By investing in our operations, we are not only increasing our capacity for impact but also fostering environments where trust, transparency, and care are central to everything we do. Together, we can imagine and build a future where the social economy flourishes, and I’m honored to be part of that journey.”
It’s been a busy year for Katie. In addition to moving to the unceded traditional territories of the lək̓ʷəŋən Peoples – the Songhees, Esquimalt and WSÁNEĆ communities (Victoria, BC), she also completed her MBA at the University of Victoria and got married. Welcome and congrats, Katie!
Meet Lina Moreno: A Thoughtful Guide to More Inclusive Operations
Lina Moreno, Purppl Operations & Administration Support
Lina Moreno joins us with a background in organizing, process design, and project management – all informed by deep experience in community-based facilitation.
They were born in the Andes, in Colombia and have called Tiohtià:ke (Montreal) home for over a decade. They have held roles such as Learning and Events Manager and Head of Organizational Process Design, where they focused on designing processes that foster iteration, collaboration, and efficiency beyond traditional productivity culture.
Lina cares deeply about ensuring our operations are inclusive and supportive, aligning perfectly with Purppl’s values. As our Operations & Administration support, Lina is focused on streamlining our internal processes and improving our day-to-day operations. Their attention to detail and commitment to accessibility ensures that Purppl runs smoothly behind the scenes, making every interaction with our clients and partners more seamless.
“What I love most about Lina is the way they create transparent systems that elevate equitable and inclusive practices alongside efficiency,” says Katie. “This reduces hustle culture, increases access to information, and creates space for wellbeing and work-life balance.”
The systems that Lina builds thoughtfully consider all aspects of the business/organization, using iterative processes that are responsive to both organizational and user needs.
“I have always been drawn to the behind the scenes work that sustains systems change. Streamlining operations is critical for expanding collective capacity and amplifying impact, especially when scaling a social enterprise,” says Lina. “Whether managing calendars, updating data, generating reports, or optimizing workflows, I love finding ways to elevate and refine organizational processes to support growth.”
When Lina isn’t working on Purppl, they offer project management training and support to professionals, entrepreneurs, and growing teams, helping them free up mental space to stay creative and connected. They also have numerous drawing and sewing projects that move slowly, but bring them so much joy. Welcome, Lina – you’re here just in time!
Why Investing in Our Team Enables Greater Impact
We’re working with very strong leaders and organizations who are building and implementing solutions to some of the most complex challenges on the planet. Strong operations aren’t just about getting things done – they’re about enabling us to better contribute to collective impact.
By investing in our operations and strengthening our team with Katie and Lina, we are not only increasing our capacity for impact but also fostering environments where trust, transparency, and care are central to everything we do as we walk alongside our client to achieve their goals.
Further, Purppl is growing. We’ve doubled in revenue and size in the last two years and are working all across Canada and into the United States. As a growing, stable social enterprise, we need to simplify and improve our service delivery and implement processes and systems that gift us more time where we need it — in relationships.
Katie and Lina’s roles are all about helping us grow in ways that benefit everyone we work with. We’re committed to working alongside, learning from, and supporting the journeys of changemakers using the tools of business to address systemic inequity. Katie and Lina add strength to that commitment.
Please join us in welcoming them to the Purppl team. We’re grateful for their skills, their care, and their commitment to building social impact, together.
