What does “People Ops & Culture” really mean at ITS? In this candid conversation, Sandy Hogg sits down with Maili Godwin—who’s been shaping the ITS employee experience for more than 15 years—to talk about what it takes to build a workplace where people feel seen, heard, and connected. From intentional culture-building to the creative touches that make ITS feel human (and fun), this video offers an inside look at why culture is more than a buzzword here.

Video Transcript

Edited for clarity and readability.

Sandy: Hi everyone, this is Sandy from ITS, and I’m here today talking with Maili Godwin, our People Ops & Culture Lead. Maili, how long have you worked for ITS?

Maili: I started in January of 2010.

Sandy: So you’re going on over 16 years. That’s amazing. We’re here today to learn a little more about what you do for ITS, so let’s dive right in. I mentioned up front that your title is People Ops & Culture Lead—which, by the way, is an amazing title. Can you break that down for me? What is People Ops and Culture?

Maili: I think a lot of people would say that it’s HR with a new name, or a rebrand of HR, and to some extent it is. Traditionally, HR focused heavily on law compliance—protecting the company—and that’s still important. However, the focus of People Ops and Culture is much more about recognizing that the employee experience is important.

It’s about recognizing that employees are an important asset and trying to make your workplace a place where people feel seen, heard, and that they have a purpose. It’s really about the overall employee experience.

Sandy: As an employee of ITS for almost eight years now, I can say firsthand that you do an excellent job.

Maili: Thank you.

Sandy: People outside of ITS may not have met you, but they’re certainly familiar with your work. Your title doesn’t fully capture everything you do—you lead our creative efforts, you’re responsible for our conference t-shirts and creative videos. Tell us more about how that came to be and how those things work together.

Maili: I kind of weaseled my way into that. My background is in art and photography. Before ITS, I worked at an advertising studio, and I actually knew Mike Lauer. He reached out and told me he could teach me some of the skills I needed, but he couldn’t teach someone to have my personality—and that he needed someone with my personality.

I also studied psychology and American studies, and all of that has come together in this role. At one point, Brodie was working on t-shirts and I said, “Hey, I have an idea for a design,” and that’s how I got my foot in the door creatively.

Some of our traditions, like the April Fools videos, started as internal ideas that we hoped wouldn’t get anyone upset. Over time, they grew into something bigger. Last year, I even asked Mike if it was okay to give away a dozen eggs as a prize. He thought it was a weird prize, but he had no objections. That trust is really great.

Sandy: What an amazing job.

Maili: It really is a pretty awesome job.

Sandy: Fun is clearly a big part of what you do—through t-shirts, videos, events, and more. Why is it important to have fun in the workplace?

Maili: When I was a kid, I had a door sign that said, “If it’s not fun, forget it,” and that really stuck with me. I don’t like to be bored, and I try to bring fun into everything I can.

There’s only so much I can do to make things like open enrollment or health insurance fun, but I try where I can. I’ve done things like hiding Easter eggs in open enrollment forms—if you turned them in by a certain date, you’d get a bag of veggie straws. That ended up being our best open enrollment year.

Adding fun just makes things easier and more enjoyable for people.

Sandy: That’s an amazing example. Beyond fun, another important part of your role is attention to detail. Your work touches fun things, practical things, and major events that bring employees together. Can you talk about the finer details and share something that might surprise people?

Maili: With event planning, I’m always thinking about what it’s going to feel like when people arrive. One of my favorite projects has been our new hire welcome kits. Everyone receives a box when they’re hired, and it includes an ITS mug, an ITS t-shirt—because you can’t work at ITS without one—snacks, swag, and Twizzlers because that’s Pat’s favorite candy.

There’s also a card that says “You’re in—welcome to the pack,” because dogs are such a big part of our culture. Starting a new job can be stressful, and I want people to feel welcome from day one. I’ve had people tell me how much it meant to them and even post their kits on social media.

We do similar things for events. At our Bark & Bond event, we placed welcome kits in hotel rooms with items like cup noodles, Tylenol, and other things people might need after traveling. It’s all about putting myself in their shoes.

That attention to detail extends to accessibility and inclusion as well. We have employees who keep kosher, so I worked to ensure we had appropriate meals available. I don’t want anyone to feel left out.

Sandy: I’m so glad you brought up the new hire boxes—they’re one of the most memorable parts of my first day at ITS. I still have the card from mine.

Maili: That makes me so happy.

Sandy: You also included dog treats for people’s dogs, which was such a great touch.

Maili: Absolutely.

Sandy: What makes it possible for you to do all of this?

Maili: I’m really lucky. None of this would be possible without the buy-in and trust from our owners, Pat and Lisa, and from my boss, Mike Lauer. The focus is always on doing what’s best for employees. Decisions are made with people in mind, not just profits.

They give me a lot of freedom to run with my ideas, including the April Fools videos—many of which Pat doesn’t even see until they’re posted. That level of trust is huge, and I work hard to maintain it.

Sandy: We’re almost out of time. Is there anything else you’d like the audience to know?

Maili: One of my favorite things is hearing from former employees who still miss ITS. They’ll reach out asking if they can get one of our t-shirts or saying how much they miss the people and the events. That means everything to me. I want people to remember their time at ITS fondly.

Sandy: It’s been great talking with you, Maili. Thanks so much for sharing.

Maili: Thank you.