Sally thinking smart thoughts

Sally Simms

Sally is a systems thinker and humanist, working on the systems that shape how we work, to make them actually work for people. She's the founder and CEO of Group Project, where she designs data-driven and human tools that transform workplaces by putting talent first and prioritizing inclusion. She’s driven by the belief that when every person has the opportunity to reach their full potential, both employees and organizations thrive.

Group Project builds strategic software that maps employees' capabilities, then uses that data to match people to work that fits them. Their talent tools simplify complex people challenges, and empower people with a smarter, dynamic management model that starts with understanding who people are, and what they can do, and then creates the right team at the right time to get the work done.


Sally was a founding member of Google's News Lab, where she built and managed relationships with top media brands, working across Google’s products. While at Google, she picked up the company’s algorithm-driven culture, its culture of always building new data tools, and its best-in-class people operations.

After Google, at transportation marketplace startup Buster, she helped bring a totally offline sector online, modeling its data and improving upon the industry’s existing dynamics with algorithm design.

She created Group Project to do the same thing with workplaces. To bring a real-life black box - the talent make-up inside companies - online, and design smarter dynamics from that wealth of new data.