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Aine Crowley

@ainecrowley

HR Director at Synthesia transforming HR into a strategic partner and building talent, succession, and leadership systems for scale.

Ireland

Message

At Synthesia, I’m transforming HR from a reactive, transactional service into a proactive strategic partner as the company grows. I’m building talent review and succession practices, strengthening internal mobility, and creating leadership and manager effectiveness programmes.

At HubSpot, I led global HR Operations, standardising processes and systems while expanding the company’s international presence. I redesigned service delivery, improving case resolution from a five-day SLA to 24 hours and employee satisfaction from 42% to 96%.

As Senior Director, HR Partnerships at HubSpot, I partnered with leaders across Product, UX, Engineering, GTM, Marketing, and Operations. I co-led the Year of Quality transformation and developed an AI, Engineering & Product capability strategy aligned with future skills and workforce needs.

Earlier, at Bank of Ireland, I led organisational redesign for Group Technology & Customer Solutions and built future-state workforce blueprints. At Amazon, I helped scale a virtual contact centre network across multiple countries and developed leadership capability and performance systems for distributed teams.

Experience

Work history, roles, and key accomplishments

Current

HR Director

Current

Synthesia

Jun 2026 - Present (5 months)

Strategic people partner to the executive team of a scaling AI company, translating business strategy into organisation design, talent and leadership priorities. Leading the transformation of the HR function from a reactive, transactional service into a proactive, strategic partner.

HR Strategy Talent Management Organisation Design Leadership Development People Analytics AI Strategy Change Management

Current

Regional Lead – EMEA Works Councils & HR Governance

Current

HubSpot

Oct 2020 - Present (6 years 1 month)

Stewarded employee voice and governance across EMEA jurisdictions, strengthening organisational trust and risk management. Built and operationalised HubSpot’s first regional HR governance model, aligning global policy, legislative compliance, and Works Council strategy.

HR Governance Work Council Employee Relations Compliance Policy Development Stakeholder Management

Senior Director, HR Partnerships – Product, UX & Engineering

HubSpot

May 2025 - May 2026 (1 year)

Enterprise people and organisational leader for HubSpot’s Product & Engineering organisation (~4,000 employees), shaping global operating models, leadership effectiveness, capability strategy, and organisational health. Re-architected global P&E structure to enhance agility and decision velocity.

HR Strategy Organisational Design Leadership Development Succession Planning Executive Coaching AI Capability Development Engineering Excellence

Senior Director, HR Partnerships – Global GTM/Marketing/Operations

HubSpot

Oct 2023 - May 2025 (1 year 7 months)

Enterprise HR leader for 5,000+ employees across Sales, CS, Operations, Strategy, Marketing & G&A. Partnered with C-Suite to redesign the global GTM operating model, driving productivity gains and reducing structural duplication.

HR Strategy Organisational Design Leadership Development People Analytics Change Management GTM Strategy

Director, HR Partnerships | International HR Lead | Global HR Operations

HubSpot

Apr 2022 - Oct 2023 (1 year 6 months)

Opened 2–4 new global entities per year, expanding HubSpot’s presence across EMEA, LATAM & APAC. Led HR Operations globally, owning HR processes, systems and employee service delivery; standardised and simplified ways of working.

HR Operations HR systems Workday Service Delivery Process Improvement Data Governance Global Expansion Employee Relations

Head of HR, Transformation & Change (Technology Division)

Bank of Ireland

Aug 2018 - Aug 2020 (2 years)

Enterprise Design & Transformation Lead for Group Technology & Customer Solutions, driving multi-year operating model and organisational capability redesign. Led the full organisational redesign of GTCS, reshaping structure, decision pathways, and senior leadership composition.

Organisational Design Workforce Planning Talent Management Succession Planning Change Management HR Strategy

Senior HR Business Partner – Retail Ireland

Bank of Ireland

Apr 2015 - Jan 2018 (2 years 9 months)

Senior people leader supporting multiple executive teams across Strategy, Digital, Innovation, Segments & Products. Designed and delivered people strategies underpinning retail transformation, improving engagement, operational performance, and cross-functional alignment.

HR Strategy Employee Engagement Organizational Development Change Management Leadership Development

Senior HR Business Partner – Customer Advocacy Network EU

Amazon

Feb 2014 - Apr 2015 (1 year 2 months)

HR leader for Amazon’s virtual contact centre model across EU & emerging markets (~3,000 associates). Improved quality, efficiency, and cost metrics through org design and workforce optimisation.

HR Strategy Organisational Design Workforce Planning Compliance Leadership Development Employee Relations

HR Business Partner – Virtual Contact Centre EU

Amazon

Jun 2011 - Feb 2014 (2 years 8 months)

Scaled Amazon’s virtual network from inception to a multi-country operation. Built leadership capability and performance systems for distributed teams.

HR Strategy Leadership Development Performance Management Employee Relations Scaling Operations