Greg Zatulovsky, CPA: Leadership Rooted in Lived Experience & Vision
Founder and CEO of Purpose Forward and PF TECH, Greg is a recognized leader, strategic visionary, and passionate advocate for empowering the social purpose sector through operational excellence and ethical technology.
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My Mission & Vision: Building a Better World for Future Generations
My Personal Mission
"Bridging the gap between people, process, and technology—to simplify complex problems, empower purpose-driven organizations, and foster a more equitable world for future generations."
My Personal Vision
"To be a leading voice and catalyst for transformative change in the social purpose sector, connecting innovative strategy and practical, accessible solutions, while inspiring others through principled leadership and a passion for impact."
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My Unique Value: A Blend of Foresight, Expertise, and Authentic Connection
I offer an unparalleled blend of strategic foresight, hands-on operational expertise, and cutting-edge technological acumen—all profoundly shaped by over 15 years of lived experience within the non-profit sector. As a CPA, CMA, and founder of both Purpose Forward and PF TECH, I excel at translating complex organizational challenges into accessible, actionable solutions that genuinely empower non-technical audiences.
My leadership is defined by unwavering principled values, a determined problem-solving approach, and a self-deprecating openness that cultivates authentic connection, distinguishing me from purely academic or corporate voices. Ultimately, my life's work is profoundly fueled by a deep personal commitment to leaving a better world for my children.
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My Focus: Driving Impact at the Intersection of Purpose & Innovation
The Power of Operational Excellence
Advocating for robust foundational systems—finance, HR, IT, governance—as the bedrock for scalable social impact.
Accessible Tech for Social Good
Championing how smart, user-friendly technology, especially AI, can democratize efficiency and data-driven decision-making for non-profits.
Leadership Through Lived Experience
Sharing authentic insights and practical solutions derived from firsthand experience and challenges within the sector.
Strategic Growth & Responsible Innovation
Guiding organizations towards sustainable expansion and adopting ethical, SDG-aligned innovations.
Bringing Corporate Best Practices to Social Impact
Applying high-level corporate standards to elevate the non-profit world, demonstrating what's possible for efficiency and effectiveness.
Senior Leadership & Governance Expertise
A proven track record in strategic planning, change management, and operational leadership across diverse non-profit environments.
My Journey & Achievements: A Foundation of Impact
- Founder & CEO: Successfully founded and leads Purpose Forward (a Canadian non-profit) and PF TECH (a technical solutions Inc.).
- Award-Winning Professional: Recipient of the prestigious 2021 CPA Ontario Emerging Leader Award.
- Sector Authority: Serves as host for the CPA Ontario nonprofit conference (November 2025) and is a prominent voice advocating for improved cybersecurity practices.
- Extensive Senior Leadership: Held impactful roles such as Director, Finance & Corporate Services at CMHA Toronto Branch and Finance Manager at Sick Kids Centre for Community Mental Health.
- Board & Committee Experience: Active involvement as a Steering Committee Member (e.g., Data Transparency Coalition Imagine Canada) and Board Treasurer for organizations like Amnesty International and Canadian Centre for Housing Rights.
- Corporate Foundation: Gained invaluable early career experience in internal audit and leading financial system implementations with global brands (Kraft Foods Inc., Labatt Breweries of Canada / AB InBev).
- Academic & Athletic Excellence: An alumnus of York University, notably earned the OUA West Rookie of the Year award in 2000 for men's soccer, and represented Canada internationally in high-level soccer.
- Strategic Acumen: Demonstrated strategic thinking and foresight as a ranked youth chess player and regional champion.
Speaking & Thought Leadership: Sharing Insights, Inspiring Action
I frequently share my insights on the future of nonprofit technology, ethical AI, operational excellence, and strategic governance at conferences, workshops, and podcasts. My goal is to translate complex topics into actionable strategies that empower leaders to drive meaningful change.
Leading with AI: The PF TECH Advantage
My work with PF TECH isn't just about building AI solutions for the sector; it's about pioneering AI-first business operations internally. This commitment to leveraging intelligent automation and advanced analytics in our own processes ensures that the tools and strategies we advocate for are rigorously tested and proven to deliver efficiency and impact.
Connect with Greg
Whether you're looking for a thought leader to inspire your team, a strategic advisor to guide your organization, or a partner to help implement transformative solutions, let's connect