Our Team
We’re anchored by a core team of nine senior change-makers with deep experience across movements, campaigns, philanthropy, and politics.
Around this nucleus, we build bespoke project teams—drawing from trusted global networks of strategists, creatives, organisers, researchers, and technologists. These teams combine freelancers, short-term contractors, and, when needed, long-term hires.
From day one, we bring strategy, policy, campaigning, creative, and delivery together in one integrated team. No silos. No single lens. Just the right mix to move fast and win.
Nick Moraitis
Managing Director
Melbourne (He/him)
Nick is a strategist and institution-builder with two decades of experience in social change. He was the founder and director of Australian Progress, and most recently served as CEO of the Foundation for Young Australians. Nick has advised dozens of national and international NGOs across issues including climate, democracy, and economic justice. He currently serves on the board of Global Citizen and is an advisor to Philanthropy Australia and Tripple.
Sofia Madden
Co-Director
Los Angeles (She/her)
With over two decades at the intersection of politics and purpose, Sofia has led high-impact campaigns across the US and Australia. She’s delivered work for clients like the Australian Labor Party, AI Impact Lab, Paramount, Spotify, Thrive by Five, and the Equality Campaign. Her campaigns have contributed to marriage equality, a Human Rights Act in Queensland, minimum wage increases, and dozens of electoral and legislative wins. She specialises in storytelling, digital campaigning, AI, and content strategy.
Sam McLean
Co-Director
Melbourne (He/him)
Sam is a political strategist known for shaping some of Australia’s most significant climate and democracy wins. He previously led government relations for Tesla in Australia and New Zealand, helping to shape national fuel efficiency and industrial policy. Sam has served as a senior advisor in Federal Parliament, and held leadership roles across the NGO and advocacy sectors—bringing deep experience in policy, campaigns, and systems change.
Rohan Lark
Head of Brand & Creative
Melbourne (He/him)
Rohan is a social impact creative strategist with over a decade of experience shaping brand and campaign identities. Prior to Watershed, he served as Head of Brand at Hireup, Creative Director at Make Believe, and Managing Director at Agency NYC. His clients have ranged from UN agencies and impact startups to grassroots campaigns and INGOs. Rohan leads Watershed’s creative practice—ensuring storytelling, visuals, and content articulate bold ideas with clarity and cultural resonance
Nick Haines
Head of Campaigns
Melbourne (He/him)
Nick is a campaign strategist with over a decade of experience leading people -powered initiatives across climate, corporate accountability, and democracy. Prior to Watershed, he was a Senior Campaigner at Ekō, where he ran global campaigns on climate finance and digital rights. He has also worked with a diverse range of nonprofits and trade unions, and played a key role in Australia’s community independent movement, including the landmark election of Cathy McGowan MP.
Jim Middleton
Head of Media
Melbourne (He/him)
Jim Middleton is one of Australia’s most recognisable and respected national press gallery veterans. For two decades, he was the ABC’s Political Editor in Canberra, and also served as North America Correspondent. After leaving the ABC in 2014, he presented on Sky News, was a Vice Chancellor’s Fellow at the University of Melbourne, and most recently served as a senior advisor to independent MPs and political movements.
Bruce Hardy
Senior Advisor (Energy)
Melbourne (He/him)
Bruce is an expert in climate innovation and energy transition, with deep experience in scaling decarbonisation ventures. As General Manager - Emerging Business at AGL Energy (Australia’s largest carbon emitter), he rolled out demand-response programs, virtual power plants, and electric vehicle infrastructure. During his tenure at Telstra, he co-founded an AI-driven supply chain startup. With a strong background in law and commercial strategy, Bruce leads our efforts to decarbonise Australia’s energy system.
Holly Horne
Head of Production
Adelaide (She/Her)
Holly is an operations and production specialist who bridges strategy and execution with precision. With a decade at Clemenger BBDO as Creative Services Manager and Head of Production, she leads impact-driven projects from concept to launch. She’s also served as COO at two purpose-led organisations, including a rapidly scaling mental health tech startup, and co-produced the Purpose social business conference.
Ed Miller
Senior Advisor (Policy & Research)
Melbourne (He/him)
Ed brings a rare blend of economics, policy strategy, and social impact experience. He served as COO at Forte, an education and training startup, and previously led economic policy and campaigning at a major Australian NGO. Ed was the Dean’s Scholar in Economics at the University of Sydney, and won both World and Australasian debating titles.