
Seeds for Change is more than a consultancy
It is a collective of global practitioners who believe, deeply, that change is possible — and that the only way to achieve it is by working together across the boundaries that too often keep the right people apart.
OUR STORY
Seeds for Change was born from a conviction: that the knowledge, experience, and relationships needed to change the world already exist — they just need to be connected, amplified, and put to work across the boundaries that too often keep them separate.
After 25 years working inside some of the most demanding organisations in international development, humanitarian response, Indigenous rights, and climate governance, I founded Seeds for Change to bring that depth of expertise to a wider network of organisations doing consequential work. Not as a traditional consultancy that arrives with generic frameworks, but as a collective of global practitioners who have spent decades inside the work — and who believe, deeply, that the only way to achieve lasting change is by working across sectors, across knowledge systems, and across the divides that separate the people who most need to be in relationship with each other.
That is the bridge Seeds for Change is here to build. And it is why every person on this team was chosen — not just for their expertise, but for their commitment to the same conviction.
Paula Alvarado, Founder
Our Vision
A world where organisations are strong, clear, and courageous in driving the change we need — and where the communities most affected by global decisions have the voice, the resources, and the power to shape them.
Our Mission
We work with purpose-driven organisations to help them communicate with clarity, grow with intention, and lead with courage. Through strategic communications, organisational development, and leadership coaching, we strengthen the foundations that make change possible — and we walk alongside the people doing the work until the change holds.
Our Approach
We are rooted in empathy, collaboration and shared purpose.
We deeply believe in the power of social impact communications and recognize the need for organisations to evolve to meet today's demands and shape a better future.
We are deeply committed to bringing about positive change, often partnering with values-led organisations who align with our collective vision for a better world. Together, we listen deeply to understand each organisation's unique challenges and aspirations, co-creating tailored solutions that foster sustainable growth and meaningful impact.

Our Values
These are not aspirations. They are the convictions that shape how we work, who we work with, and why we keep doing this.
We are grounded in the communities, knowledge systems, and political realities of the work we do. Our expertise was built from the inside out — through relationships, not observation. That groundedness shapes everything we bring to our clients.
We believe that lasting change happens at the intersection — of sectors, of knowledge systems, of people who would not otherwise be in the same room. Building those connections is at the heart of everything we do. No organisation changes the world alone.
We say what we mean, we do what we say, and we are honest when something isn’t working. With our clients, with our partners, and with ourselves. Trust is built slowly and lost quickly — we treat it accordingly.
Change requires the willingness to say difficult things, take uncomfortable positions, and stay committed when the path gets hard. We bring that courage to our work — and we help the people and organisations we work with find it in themselves.
We believe change is possible. Not as wishful thinking, but as a conviction grounded in evidence — in the communities protecting their territories, the organisations finding their voice, the leaders discovering their courage. Hope, for us, is not passive. It is the reason we show up.
OUR STRENGHTS
Why Seeds for Change?
Empathetic Partnership
We approach every client relationship with empathy, humility, and a genuine desire to make a difference. Your success is our success, and we're committed to supporting you every step of the way.
Strategic Insight
With a wealth of international experience and a deep understanding of communications and organisational development, we offer strategic insight and practical guidance that drives real results. We bring fresh insights, innovative ideas, and cultural sensitivity to every project, ensuring relevance and resonance in today's interconnected world.
Collaborative Spirit
We view our clients as partners, not just customers, and work closely with them to co-create solutions that align with their vision, values, and aspirations. We believe in the power of collaboration and partnership. By working closely with our clients as trusted allies, we co-create solutions that are tailored to their unique needs, goals, and aspirations.

MEET THE TEAM
Seeds for Change brings together senior practitioners with deep roots in the fields we work in. Not generalists who have learned the language — specialists who have spent decades inside the work, across the institutions, communities, and political environments where change actually happens.
CORE TEAM

Paula Alvarado
Founder and CEO
Paula Alvarado is the kind of strategist organisations turn to when the work is complex, the stakes are high, and getting the communications wrong is not an option. With 25 years of experience across Africa, Asia, Europe, and the Americas, she has built communications functions inside demanding institutions, guided organisations through crisis and transition, and shaped narratives that have influenced policy, shifted funding, and amplified the voices of Indigenous peoples and frontline communities at the highest levels of international decision-making. Her practice sits at a rare intersection: deeply rooted in Indigenous rights, land governance, climate, and global health — with decades of direct partnership with Indigenous leaders and local communities — and equally fluent in the strategic and reputational needs of the institutions, foundations, and businesses that interact with those communities. She has held senior roles at the IFRC, WHO, Conservation International, and the Tenure Facility, where she served on the founding management team. She is co-creator of GroundWork: Policy Briefings for Action. Paula is Peruvian, bilingual in Spanish and English, and based in Stockholm.

Philippa Bayley
Coach and Strategic Consultant
Philippa Bayley trained as a neuroscientist at Cambridge and UCL and spent nearly a decade in research before moving into a practice centred on engagement, communication, and the relationship between people and the living world. As manager of the Cabot Institute at the University of Bristol — one of the UK's leading environmental research institutes — she built her expertise in translating complex science into public understanding and policy relevance. She now works at the intersection of Indigenous peoples' engagement and international climate policy, currently as a CLUA and European Climate Foundation-funded consultant supporting Indigenous organisations and their allies to engage with global climate processes. She is co-founder of Understory, an initiative helping decision-makers and advocates build dialogue across deep political and cultural divides on climate and nature. Her creative projects — including Living-Language-Land, a global exploration of how language connects us to the natural world — have reached audiences worldwide. She is an accredited coach with the International Coaching Federation and runs a private practice in Bristol, UK.

Sandra McGuire
Communications consultant
Sandra McGuire has spent over four decades at the intersection of science, journalism, and strategic communications — and that unusual combination gives her a quality rare in this field: she understands both the evidence and the story, and knows precisely where they diverge. Her institutional career spans some of the most demanding communications environments in international development. She served as Director of Communication and Special Advisor at IFAD in Rome, Chief Public Information Officer for the UN mission in Timor-Leste, Communication Team Leader for the EU FLEGT and EU REDD facilities, and Director of Information Services at CIFOR. She has also worked directly with the Rights and Resources Initiative and the Tenure Facility on land rights communications. She began her career as a biologist, moved into journalism, and built a communications practice that now spans climate, environment, land rights, health, gender, and peacebuilding. She is a strategic thinker, a skilled writer and editor, and a designer of communication approaches that hold complexity without losing clarity. She is based in Canada and works globally.

Kathleen Anderson de Miranda
Communications Consultant
Kathleen Anderson de Miranda works at the intersection of language, culture, and communication — helping individuals and teams find the clarity and confidence to be understood across difference. With a background spanning corporate communications, intercultural consulting, and academia, and a PhD in French and Francophone Cultural Studies, she brings an unusually deep understanding of how language shapes meaning and how meaning shifts across cultural contexts. Her work with Seeds for Change draws on this expertise in intercultural communication, editorial strategy, and the coaching of professionals navigating complex, multilingual environments. She has a particular gift for the kind of careful listening that surfaces what an organisation is actually trying to say — and for helping it say it with precision. She is based in Uppsala, Sweden.

Isabel Coello
Communications Consultant
Isabel Coello is an award-winning journalist and communications specialist with over two decades of experience reporting from some of the world's most demanding environments. As East Africa correspondent for EFE — based in Nairobi and covering conflict, public health, humanitarian crises, and environmental issues across the continent — and as Regional Information Officer for DG ECHO in both West and Central Africa and Latin America and the Caribbean, she built a practice grounded in the realities of what communication actually does under pressure. In 2025, her independent podcast La Casa Grande — a narrative non-fiction investigation into intimate partner violence — won the Ortega y Gasset Prize, Spain's most prestigious journalism award, as well as the Ondas Global Podcast Award for Best Script and the Premio de Periodismo contra la Violencia de Género. She was also a finalist for the Premio Gabo 2025. She works in Spanish and English across print, radio, television, and podcast, and brings to every engagement a journalist's insistence on what is true and a strategist's understanding of what will land.

Malini Morzaria
Communications Consultant
Malini Morzaria has spent nearly three decades working in communications at the edge of crisis — in conflict zones, humanitarian emergencies, and politically volatile environments where the stakes of getting it wrong are immediate and real. She began her career at Greenpeace as International Press Officer, moved to MSF where she served as Regional Information Officer and Humanitarian Affairs Officer for Sudan, and went on to UNICEF as Emergency Communications Officer and campaigner. She spent seven years at DG ECHO as Regional Information Officer across South Asia and Central, East, and Southern Africa, and has since worked with the Centre for Humanitarian Change, Lumos, and the Tenure Facility. Her languages — English, French, Swahili, Hindi, Gujarati — reflect the range of contexts she has operated in. She is a skilled writer, editor, and multimedia producer, and brings to Seeds for Change a discipline built across decades: knowing what to say, what not to say, and why that distinction matters.
COLLABORATORS
For engagements requiring specialist expertise, we draw on a trusted network of long-term collaborators.

Jamaica Stevens
Social Systems Design Consultant
Jamaica Stevens works at the level where organisational design, community engagement, and cultural change meet. With a background spanning facilitation, multi-stakeholder convening, and operational design across networks and movements, she brings practical systems-thinking to the challenge of building genuine collaboration — not just its appearance. She has worked with If Not Us Then Who, where she managed impact events including productions at New York Climate Week and the UN Convention on Biological Diversity, and co-founded the Open Future Coalition, which supports communities to lead their own regenerative transitions. She brings particular expertise in designing the conditions and processes that allow diverse actors — from grassroots organisations to global institutions — to find and act on common ground. Seeds for Change draws on Jamaica's expertise for engagements that require facilitation design, convening strategy, and community-centred organisational development.

Jennifer Rose
Gender Consultant
Jennifer Rose has spent 30 years working to end gender-based violence — not as a policy advocate, but as a practitioner who builds and sustains the programs, relationships, and organisational cultures that make change possible at the ground level. She co-founded Inspire Action for Social Change in 2008, creating a space for healing and transformation for survivors of intimate partner violence and those working alongside them. She has provided long-term consultancy to Futures Without Violence and the National Council of Juvenile and Family Court Judges, two of the leading US institutions shaping policy and practice on gender-based violence and family safety. Her approach centres the lived experiences of those most affected, and she brings that same quality of attention — deep listening, relational trust, long-term commitment — to every engagement. She is based in the United States.

Giulia Virtus Azzoni
Brand Designer & Art Director
Giulia Virtus Azzoni is a brand designer and art director with eight years of experience working across commercial and purpose-driven organisations — with the conviction that the two should inform each other. Originally from Italy and based in Portugal, they work with international clients from strategy through to execution: brand identity, visual direction, and the full translation of an organisation's purpose into how it looks and speaks in the world. Their practice is built at the intersection of design excellence and social purpose — where rigorous craft and clear values reinforce rather than compete with each other.
LEADERSHIP COACHING
Seeds for Change's leadership coaching practice supports executives, teams, and organisations through transition and transformation — drawing on deep private sector leadership experience and accredited coaching expertise.

Sirkku Erlandsson
Leadership Coach
Sirkku Erlandsson brings something to leadership development that most coaches cannot offer: she has led at scale. As Managing Director at Valio Sverige, Head of Assortment and Purchasing at Coop Sverige, and in multiple senior roles at Fazer — including Vice President of Marketing across the Bakery and Confectionery Division — she navigated organisational complexity, drove growth, and built teams across highly competitive commercial environments. She holds an MBA from Aalto University and is a Professional Certified Coach (PCC) accredited by the International Coaching Federation, and is a Fellow Coach at BetterUp. She now works as an executive and organisational coach specialising in leadership development, culture transformation, and the kind of sustained change that outlasts the engagement. She is fluent in Finnish, Swedish, English, and German, and is based in Stockholm.

Diana Horn af Åminne
Leadership Coach
Diana Horn af Åminne is an organisational psychologist and executive coach with a practice built on one core conviction: that real leadership development requires honesty, and that honesty requires trust. She holds an MSc in Occupational and Organisational Psychology from Birkbeck, University of London, and spent five years as Executive Director at Russell Reynolds Associates, where she led leadership assessment, succession consultancy, and diversity and inclusion advisory work across the Nordics and EMEA. Through her practice GEBO.Life, she works with C-suite leaders, high-performing teams, and organisations navigating transition — designing coaching programmes, leadership development journeys, and strategic workshops that align personal values with organisational outcomes. She has assessed and coached over 300 senior leaders across sectors and geographies, and is known for the precision and care with which she delivers insight that others avoid. She is based in Stockholm.

