Sheena LeMaster
Human Resources, People & Talent Manager | WeLink Communications
Sheena LeMaster embodies the multifaceted leadership essential in a high-growth startup environment. Where most organizations might staff an entire human resources department, Sheena single-handedly manages the full spectrum of human resources functions — from talent acquisition and development to culture building and benefits administration — with remarkable effectiveness and personal connection.
Sheena’s comprehensive approach to talent management begins with her hands-on recruitment process. In 2024 alone, she personally conducted approximately 200 initial screening interviews, developing job descriptions for critical roles while proactively sourcing candidates through LinkedIn to accelerate WeLink’s expansion. This high-touch approach ensures each potential employee experiences the company’s culture from their very first interaction.
What distinguishes Sheena is her ability to adapt her strategies to WeLink’s diverse workforce, spanning field operations, knowledge workers and direct sales teams across 22 states. Understanding the unique challenges each group faces, she tailors her approach accordingly — implementing innovative solutions like a “Heat Shift” differential premium for field technicians working in extreme temperatures in Las Vegas and Phoenix, allowing for more efficient installation schedules while prioritizing employee well-being.
During periods of organizational transition, including a founder exit and capital restructuring in 2023, Sheena’s strategic foresight proved invaluable. She identified key talent crucial to maintaining operational continuity and advocated for retention bonuses that preserved essential expertise during a critical juncture.
Her commitment to ethical leadership is evident in her approach to challenging situations. When discovering outdated risk class codes during a workers’ compensation audit, Sheena led a complete organizational remapping — despite knowing it would likely increase premium costs — because it was the right thing to do for employee protection.
Beyond administrative excellence, Sheena’s genuine care for WeLink’s workforce shines through initiatives addressing employee feedback about feeling disconnected. Her implementation of virtual “Lunch & Learn” sessions, cross-departmental recognition programs and regular all-hands meetings have fostered a cohesive culture despite the company’s distributed workforce.
Through her unique combination of strategic insight, practical problem-solving and authentic human connection, Sheena has become not just a human resources manager but a trusted advisor whose impact extends throughout every aspect of WeLink Communications.
