Maya Khitrova

Maya Khitrova is an HR Business Partner working across 15 European countries in the financial services sector, where she supports leaders in making clearer, fairer people decisions in complex, data rich environments.

With a background in organisational psychology, Maya focuses on the point where evidence often breaks down: the moment data, research, and insights are interpreted by humans. Her work sits at the intersection of behavioural science, people analytics, and everyday decision making, with a particular interest in why organisations collect vast amounts of data yet still rely on intuition, trends, or popularised evidence when making critical people decisions.

Maya’s perspective bridges academic research and business practice, exploring how original science is often lost in translation and how analytics and AI can unintentionally reinforce poor decisions if the decision context is not designed properly. She is especially interested in helping organisations distinguish between original research and secondary sources, and in translating behavioural science into practical decision guidance leaders can actually use.

She holds a First Class degree in Psychology, is a Experience Prize recipient, and a Howden Award nominee. Her thought leadership on evidence based HR and decision making has reached over 110,000 professionals on LinkedIn.