Building Community Together: Meet Our Executive Leaders
The Society for People Analytics (SPA) recently hosted the first webinar in our 2025 monthly webinar series. Held on Wednesday, January 22 - Building Community Together: Meet Our Executive Leaders, featured 4 SPA board members - Lydia Wu (Moderator), Craig Starbuck, Heather Whiteman, and Richard Rosenow. Each shared about who they are, their people analytics journey, and making the most of SPA.
Meet the Board Members
The panel kicked off with each panelist sharing their unique journeys into people analytics, highlighting that there's no single path to success in this field. A common thread for each was the realization that data could be used to improve the human experience at work.
Craig Starbuck - President
Board member Craig Starbuck leads people analytics and technology at Chime. He and his family reside in the Pittsburgh area. He takes his coffee black with a little bit of almond milk. Craig shared that he started his career in technology, primarily data engineering. His work consisted of application development, and he was on call 24/7, which made him feel “pretty miserable at work.” Upon self-reflection, he realized he was most interested in the work he’d done supporting analytics and improving work overall. This realization steered him towards HR analytics (now people analytics), a field that perfectly blended his technical skills with his passion for organizational behavior. A company took a chance on him, and he had the opportunity to lead Workday integrations, drawing upon his past data engineering experience. He thinks of people analytics as a force for good and believes that people analytics can change the world.
Craig was motivated to join the board due to the “generous community of people” who care about advancing the field. He is interested in making work better for people on a broad scale and is keen on elevating impact for people already operating in the people analytics space and increasing accessibility to people analytics so that any organization can thrive.
Heather Whiteman - Vice President
Board member Heather Whiteman is a professor at the University of Washington and teaches people analytics at the University of California, Berkeley, Haas School of Business. She currently resides in Seattle and takes her coffee black, but in a fun mug! Heather shared that her path to people analytics started in animal psychology, where she trained monkeys to play computer games and studied their brain activity. A true "aha" moment came when, while researching analysis techniques, she stumbled upon articles about using regression to identify discrimination in the workplace. This revelation sparked a complete career shift, leading her to industrial-organizational psychology. She has spent the majority of her people analytics career on the consulting side. Her first people analytics job focused on affirmative action, equal employment, and using analytics to identify discrimination. She views people analytics as sitting at the intersection of technology, business, and sociology.
Heather was motivated to join the Society for People Analytics board because the organization is discipline-agnostic. She appreciated that it is “not connected to specific other things” and is a true community of practice. She views the people analytics community as one of the nicest, most welcoming communities. One of her goals is to help people find the Society for People Analytics, ensure they feel welcome, listen to their needs, and connect people to people.
Richard Rosenow - Secretary
Board member Richard Rosenow is the Vice President of People Analytics Strategy at OneModel. He takes his coffee with oat milk. Richard started his career in nonprofit project management and financial analytics. Upon self-reflection, he realized he was interested in a career that combined his interests in people and data. He also realized he wanted to “get paid a little bit more someday” and “wanted a job where I could read research papers as part” of his job. He shared that he had trouble breaking into the field, coming from a non-technical background outside of the private sector. He found his way to an HRBP role and had the opportunity to run a fascinating experiment focused on attrition. He got great results, and the business saw the results as impactful. He was excited by the experience, which contributed to his mission to get into people analytics, break down barriers, and get more people connected. Throughout his career, he has worked across Facebook, Uber, Nike, and Argo AI.
Richard was inspired to join the Society for People Analytics board due to founder Stephanie Murphy and his desire to fill a gap in the people analytics community around education, connection, organization, and building community. He views the Society for People Analytics as uniquely adapted to provide education to various groups including people new to people analytics, individual contributors, and people who want to become managers.
Watch the Replay!
Navigating the AI Revolution in HR
The conversation explored the exciting potential of AI in people analytics, while also acknowledging the challenges and potential pitfalls. Panelists emphasized that AI should be a tool to augment human capabilities, not replace them entirely. Key points included:
· AI as an Enabler: AI can help synthesize vast amounts of data, identify trends, and personalize recommendations, ultimately leading to more impactful interventions.
· The Importance of Context: AI-driven insights must be combined with human context and understanding, often provided by HR Business Partners, to be truly effective.
· Data Integrity is Paramount: Accurate and well-governed data is essential for successful AI implementation. AI can actually be a catalyst for improving data infrastructure within organizations.
· Human-Centered Approach: The focus should remain on using data and AI to create a more human-centered workplace culture.
· Beyond the Hype: It's crucial to distinguish between AI hype and practical applications. People analytics professionals need to be discerning in their adoption of AI tools.
The Evolving Role of People Analytics Professionals
The panelists discussed the shifting skill sets required at different stages of a people analytics career:
· Early Career: Focus on gaining practical HR experience and demonstrating analytical skills within various HR functions. Mentorship and finding a supportive team are crucial.
· Mid-Career: Develop skills in translating data insights into actionable recommendations for business leaders.
· Executive Level: Master change management, navigating organizational politics, and anticipating future needs. The focus shifts from technical skills to strategic leadership.
The Importance of Community and Collaboration
The panelists emphasized the value of the SPA as a community of practice, open to individuals from all backgrounds and career stages. The organization provides a platform for networking, education, and collaboration, fostering a sense of belonging and shared purpose. The importance of mentorship and supporting newcomers to the field was also highlighted.
Practical Advice for People Analytics Professionals
The discussion offered several practical tips for people analytics professionals:
· Focus on "So What?" and "Now What?": Always connect analytics outputs to tangible actions and changes within the organization.
· Don't Build It Unless They Ask: Prioritize projects and dashboards that address real business needs.
· Partner with Stakeholders: Collaborate closely with HR Business Partners and business leaders to understand their challenges and co-create solutions.
· Embrace the "Big Tent" Approach: Be open to different aspects of people analytics, including reporting and ETL, while maintaining clear boundaries between different functions.
Looking Ahead: The Future of People Analytics
The conversation concluded with a shared sense of excitement about the future of people analytics. The panelists expressed their commitment to building a strong community, advancing education, and empowering people analytics professionals to make a positive impact on organizations and the lives of employees.
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Get Involved with SPA
SPA is actively seeking members to contribute to its various initiatives. If you're passionate about people analytics and want to make a difference, visit societyforpeopleanalytics.org to learn more about how you can get involved.
