Humans of Partners for Water: meet Rob Goodliffe

With the Human series, we showcase the people who are involved in and benefit from the Partners for Water projects. The Human series sheds light on the stories of the people with whom and for whom Partners for Water works and on how water affects their lives. Discover how Rob Goodliffe’s love for water has inspired him to help preserve the coastline for future generations.

Meet Rob Goodliffe

In this Humans of Partners for Water series, we introduce Rob Goodliffe, the Coastal Transition Manager for North Norfolk District Council. Growing up in the ceremonial county of Norfolk in East Anglia, England, he experienced first-hand the powerful sea and vulnerable coastline, which profoundly shaped his life and career.

A lifelong connection to the sea

For Rob Goodliffe, the sea has always been a source of wonder. He has long been fascinated by how the moon and sun can move vast volumes of water twice daily—a phenomenon he describes as “absolutely incredible.” Growing up in North Norfolk, he became acutely aware at a young age of the coastline’s vulnerability. After storms, he would rush to the beach, where the sand had been swept away, revealing coins, fossils and other treasures washed ashore.

These early experiences shaped his career path. Today, he serves as the Coastal Transition Manager for North Norfolk District Council, focusing on preparing for storms and managing their aftermath to protect the fragile coastline.

“Water means a great deal. It has always fascinated me, especially the sea here.”

The devastating North Sea storm surge of 2013 significantly impacted the coast, flooding many homes and destroying others in the wake of powerful waves. In response, Rob and his team developed a sandscaping project inspired by the Dutch technique known as zandmotor. They deposited 1.8 million cubic meters of sand along key beaches to raise sea levels, protect coastal defences and safeguard infrastructure and homes from unrelenting waves. By building a digital twin, they gained a comprehensive understanding of how the sand they had placed has shifted and moved.

Through these efforts, Rob aims to preserve the coastline for future generations while dedicating his life and work to his passion for water.