February might be the shortest month, but it’s been packed with changes in the HR world. Here’s a quick summary of the biggest shifts we tracked at Honch, with key buying signals that can help you tap into new opportunities.

New HR Leaders: Who’s Reviewing Suppliers?

In February, 2,733 senior HR leaders joined UK companies. These new hires are stepping into big shoes, inheriting existing suppliers, and planning major reviews. This means they’re prime prospects for B2B marketers like you. Here are just a few of the key hires:

• Williams & Connolly – Karen Gregory, CHRO
• L'Oréal – Stephanie Colon, VP HR‍
• Bain Capital – Molly Lawrence, VP HR‍
• Handshake – Camila Ribiero, VP of People
• ‍Signet Jewelers – Karen Cho, Chief People Officer

If you want to get more MQLs in 2025, start building these new leaders into your nurture programs. Honch’s Playbooks can help you create content that speaks to them at every stage of their decision-making process.

First-Time HR Directors: The Ones to Watch

It’s not just new hires – February also saw 643 senior HR promotions. These professionals may be new to their roles, but they come with bigger budgets and more decision-making power. Here are a few to keep an eye on:

• Bank of America – Windy Stribling Powell, VP Global HR
• Nationwide – Danyelle Stagg, VP HR
• Warner Bros. Discovery – Anna Wingert, VP People & Culture

International Expansion
February also saw 179 brands with plans to expand globally, unlocking new opportunities for marketing providers. Some of the brands included:

• The Coffee Bean & Leaf
• ‍ABC Fitness
• Slim Chickens

These brands are now in expansion mode, which means new opportunities for any business that can help them 📈.

Other Trends in February
Here are a few key topics that were trending in February:

• Sponsorship – 582 companies
• Sustainability Initiatives – 2,171 companies

This Happens Every Month—And Honch Tracks It All

The trends above are just from February. Honch tracks these buying signals every day, helping you reach HR decision-makers in real-time. If you want to stay ahead of the competition, we’d love to help.