Ask Ashley · 2026-08-14 · 27 min
People operations does not own a company's culture. Amber Master, Director of People Operations at Freestar, argues the people who show up each day create it, and her job is to equip them. She traces a path from running eight campus coffee stores at ASU to leading a global, remote first team, and shares how a Jedi Council, a Bulgarian friendship bracelet mailed worldwide, and a no blame, forward focus keep connection alive. She also makes the case that AI can free people to contribute in more human ways.
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