What we
do counts
Count Us In believes in the power of all of us—individually and together—to reshape the story of how we live in the world.
Our story
Our groundbreaking, collaborative campaigns have already inspired millions of people to take climate and nature-positive action. We work with behavioural, climate and nature experts to put research into practice, co-delivering innovative campaigns and insights alongside culture-making organisations, brands and communities.
Our mission in this critical decade for Climate and Nature is to inspire non-activist audiences to take practical everyday steps that when aggregated, will make a significant impact in reducing carbon pollution and challenge leaders to act boldly to deliver global systems change.
We believe that success will only come when the mainstream of society is fully engaged. Our focus is to normalise climate and nature-positive action by inspiring people through the cultural expressions they already follow and love.
Count Us In is a small team with global partnerships and reach, bringing climate action to millions through the game they love.
Together, we can defend where football lives and keep the game playable for generations to come.
Get in touch to discuss how we could work together.
Our Board
Fiona Macklin
Chair
Fiona has spanned a number of roles over the course of her career, including as a campaigner, communications specialist, political strategist. Across all of these, she remains fundamentally a stubborn optimist. She is currently a Senior Advisor to Groundswell at Global Optimism, where she leads the Mission 2025 effort. Previously, Fiona led the Race to Zero campaign with the UN Climate Champions team, before which she spent time with the UNFCCC Stakeholder Engagement team. She holds a Master’s in Development Studies from Melbourne and a BA in German and Italian from Cambridge University.
Bobby Warshaw
Trustee
Bobby lives in San Francisco with his partner and daughter, and they love camping under the California trees. He played soccer at Stanford University and then six years as a professional. He currently works at Bloom Sports Partners, an advisory firm that supports teams, leagues, investors, and sports technology companies on executive search and strategy.
Kené Umeasiegbu
Trustee
Kené Umeasiegbu, Responsible Sourcing Director at Tesco, leads engagement on societal issues including climate, food waste, and plastics. With 22 years in sustainability across non-profit, consulting, and corporate sectors, he champions impactful initiatives like renewable energy adoption and sustainable sourcing. Kené also serves as a trustee for the Joseph Rowntree Foundation, advises the Esmée Fairbairn Foundation, and is a board member at Count Us In Foundation, embodying his dedication to social change and sustainability.
Paulette van Ommen
Trustee
Paulette, a Dutch national, is a sustainability leader, advisor and creative who brings 15+ years of experience at EY, Royal DSM, Ahold Delhaize as well as a few scale-ups and start-ups. She is passionate about campaigns that create narratives and behaviours that inspire human connection and healthier, more sustainable living. She is also part of the IMAGINE.one leadership community and serves on the Advisory Board of the Amsterdam Business School Impact Centre. She has studied in the USA, UK and The Netherlands and holds an MSc Development Management from the London School of Economics (LSE).
Our Team
Ana Isa Bastos
Social Media Coordinator, Terra FC
Ana Isa Bastos is a Brazilian communication professional, experienced across the sports and music industries, with a background in Advertising & Marketing and Graphic Design. Her work across Count Us In campaigns centres on developing narratives that use football as a platform to discuss climate impacts and environmental responsibility, while also supporting a wide range of communication activities. Alongside this, she is an independent football content creator who uses Instagram to reflect on fan culture, history and the social dimensions of the game.
Charlotte Nathan
Director, Brand & Communications
As Communications Director at Count Us In, Charlotte leads the brand and communications for campaigns that use culture to reach mainstream audiences on climate. Her work focuses on building fan-first campaigns that feel culturally relevant, emotionally grounded and scalable. Her experience working with businesses navigating the energy transition and fast-growth, purpose-led organisations — including Hill+Knowlton Strategies (now Burson), Bulb and Field — informs her ability to take complex, low-interest topics and make them engaging at scale.
Eric Levine
Co-Lead and Founder
Eric is a co-founder of Count Us In, where he co-leads transformative partnerships, championing a vision of radical collaboration to inspire a billion people to take action on climate change. He is a regular keynote speaker and advisor to brands, businesses, cultural and sports institutions on integrating climate action into mass audience communication. With many years of experience working with CEOs of global businesses on regenerative models and innovative collaboration, he has been a serial social entrepreneur—part of the founding team at digital ID company Yoti, and former CEO of Restless Development, a youth-led agency reaching millions across 40+ countries on entrepreneurship, peacebuilding, health, and education.
Gabriela Berrogain
Football Comms Manager, Terra FC
Gabriela Berrogain is a Brazilian communications and PR manager with her career rooted in sport. With experience in press relations, social media and the coverage of national and international sporting events, she has built her work at the intersection of storytelling and audience engagement within the sports industry. At Count Us In, she leads strategic communications for football campaigns, developing narratives and media strategies that position the game as a platform to address the climate crisis. She works directly with football clubs and federations to integrate them into campaign initiatives, expanding reach and strengthening the role of sport in climate action.
Genevieve Margrett
Campaign Director
As Director at Count Us In, Genevieve leads innovative initiatives at the intersection of climate and culture, harnessing over a decade of expertise to inspire meaningful change. At BAFTA, she spearheaded the launch of albert—a pioneering carbon calculator tailored for the film and TV industries—and played a key role in collaborating with the television sector to establish the Climate Content Pledge at COP26. This landmark, first-of-its-kind pan-industry agreement commits the entertainment industry to significantly increase climate-focused storytelling across all genres, using the power of screen to raise awareness and drive action on climate change.
Ipsita Bhatia
Programme Director
As Director at Count Us In, Ipsita works with global organisations to inspire their audiences to play their part in tackling the climate crisis. Combining her experience in leadership development and programme design, she has supported companies from the retail to professional services sectors to develop robust engagement plans alongside their ambitious sustainability goals. Ipsita has a background in purposeful leadership and has worked with cross-sectoral companies in Asia, the US and Europe. She holds an MSc in Environment and Sustainable Development from University College London (UCL) where she focused on the socio-economic impact of climate & environmental change on vulnerable and low-income groups in the Global South.
Jenna Lamb
USA Director
Jenna brings a decade of experience in soccer operations and partnerships to lead Count Us In’s work in the U.S. During the 2026 FIFA World Cup, she led the U.S. launch of Where Football Lives, a global campaign connecting football, climate and community. Working across the U.S. soccer ecosystem, Jenna turns campaign vision into real-world activity by building partnerships with clubs, leagues, cities and community organizations, engaging players and creators as storytellers, and driving mass-participation fan activations.
Justin Forsyth
Co-Lead and Founder
Justin Forsyth is a co-founder of Count Us In and an experienced global strategist, communicator and campaigner with a strong track record of turning ambitious strategies into real change for governments, NGOs, the UN and private sector. He helped lead UNICEF as Deputy Director, served as an UN Assistant Secretary General and worked at the highest level of government for two UK Prime Ministers. He has pioneered new communications, fundraising and advocacy campaigns that have built unusual coalitions for change with the private sector, NGOs, sport and entertainment, the UN and national governments.
Laura Moraes
Campaign Director, Terra FC
Laura Moraes is a specialist in advocacy, communications and mobilisation within the third sector. Campaigns Director at Count Us In, leading Terra FC, an initiative that mobilises Brazilian football as a cultural platform to influence public policy and narratives around the climate crisis. Vice President and lecturer at the Advocacy Hub, teaching communication strategies for advocacy, campaigning and civic power-building. Extensive experience in national and international campaigns, legislative advocacy, political communications, mobilisation of diverse audiences, and participation in electoral campaigns focused on evangelical communities. Experience in public policy development processes and in facilitating collaboration between civil society, public institutions, political leaders and international organisations.
Louise Kay
Director of Finance and Operations
Louise is the Director of Finance and Operations, she brings extensive experience in international not-for-profit organisations. A qualified accountant, she has worked for MSI Reproductive Choices and the Aga Khan Foundation. Louise is a change leader who is committed and collaborative and is known for her excellent communication and strategic thinking.
Mahreen Sheikh
Operations Manager
Mahreen is Operations Manager at Count Us In, bringing experience across operations, customer success, and team leadership from both commercial and mission-driven organisations. She specialises in strengthening internal systems and supporting teams so the organisation can run more effectively and deliver high-impact climate and nature campaigns. At Count Us In, Mahreen works across departments to help keep the day-to-day running smoothly, enabling the team to focus on inspiring people and organisations to take practical action on climate and nature.
Matt O’Connor-Simpson
Social Media & Digital Content Manager
As Social Media & Digital Content Manager at Count Us In, Matt is responsible for ideating, creating and optimising our football storytelling work across the UK and U.S. markets. He specialises in understanding fan culture and bringing climate issues into conversations that are already happening in football. In the past, he has covered Champions League finals from the press box, worked on six issues of MUNDIAL Magazine as a writer and editor, and also featured as both talent and a producer on several films about football culture. His true passion, however, is getting skinned by centre forwards at Hackney Marshes.
Rodrigo Yavarone
Mexico Director
Rodrigo Yavarone is a sports business consultant whose career has run across European and Latin American football, including Valencia CF, Club Nacional de Football, World Football Summit and Cruz Azul. At Count Us In he leads the campaign in Mexico, building the partnerships with clubs, the federation, public institutions and athletes that turn a global campaign into something a local market owns. He works where commercial strategy and climate action meet, which is where most sports organisations decide whether this becomes part of the business or stays a side project.