Aimee Shirreffs
Head of People Analytics @evoke
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WORK HISTORY
Head of People Analytics @evoke
London, GB
Reporting to the Reward Director within the People Function, responsible for establishing and executing the people analytics strategy across the organisation. Operating as trusted advisor to the Chief People Officer, providing data-driven insights and strategic counsel on critical workforce decisions. Leading a global team of 4, driving transformation in how the business leverages workforce data—elevating capabilities from foundational reporting to advanced insight generation and predictive analytics. This strategic role focuses on enabling data-driven decision-making across the People Function and broader business, supporting Evoke\'s mission to deliver world-class betting and gaming experiences through its talent.
EDUCATION
University of Aberdeen
BSc Hons, Geography
SKILLS
ABOUT AIMEE SHIRREFFS
Strategic HR leader with 18+ years of consulting and industry experience solving complex organisational challenges through consultative, data-driven approaches. Trusted advisor to C-suite executives, transforming ambiguous business and people problems into actionable, insight-led strategies that deliver measurable impact across global enterprises. Deep expertise in workforce analytics, strategic planning, organisational transformation, people strategy development and organisational effectiveness. Combines commercial acumen with analytical rigour to navigate matrix organisations and drive sustainable change in dynamic, high-growth environments. Recognised for translating people data into strategic workforce intelligence that enables informed decision-making.
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