Aga van Baren is Director of People Product Management at TomTom, where she leads the transformation of HR into a product‑led, problem‑driven function focused on delivering measurable value for both employees and the business. She heads a lean People Products team responsible for designing, prioritising, and continuously improving people solutions across the employee lifecycle - applying product thinking, experimentation, and evidence‑based decision‑making to traditionally service‑driven HR domains. With a strong focus on moving from HR programs to clearly owned people products, Aga works closely with HR leadership, business leaders, and technology teams to embed a product mindset, strengthen feedback loops, and ensure people initiatives are tightly aligned to business outcomes. Her work spans operating‑model design, portfolio prioritisation, AI adoption in HR, and building T‑shaped HR capabilities that combine deep functional expertise with product, data, and consulting skills. Aga is an active thought leader in the HR community, frequently participating in and organising industry events and peer forums on modern HR practices, product‑led HR, and the future of work. She is particularly passionate about helping HR teams fall in love with problems - not solutions - and about creating people practices that are simple, human, and actually used.