HR for Small Teams.

Gatherings for Big Change.

HR for Small Teams. Gatherings for Big Change.

Graphic with the text 'Good Wins' in green letters outlined in cream, with cream lines radiating outward on a black background.

Fractional HR

✓

Workshops

✓

Offsites

✓

Fractional HR ✓ Workshops ✓ Offsites ✓

We bring strategic HR, leadership coaching, and experiential facilitation together to help small businesses build strong, human centered, people foundations.

A group of people gathered around a wooden table outdoors, participating in a discussion or meeting, with a facilitator standing nearby.
Text graphic reading 'Good Wins' with lines radiating outward, in a playful, pastel color scheme.

Good Wins HR helps small, mission-driven teams:

✓ Build simple, effective HR systems like performance reviews, hiring frameworks, compensation strategies, and so much more!

✓ Grow confident leaders through practical, real-world coaching.

✓ Facilitate meaningful team experiences that drive alignment and connection.

We offer clear, actionable tools—and thoughtful, human-first experiences—so your people and your business can thrive together.

Get Started!
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We work with founders and leaders at mission-driven companies who:

✓ Care deeply about product, people, and purpose

✓ Are customer-obsessed, and know your team’s experience drives the customer experience

✓ Are scaling or facing team growing pains

✓ Are open to coaching and immersive, people-first support

Colorful text graphic with the words 'Good Wins' in bold, outlined letters surrounded by lines suggesting radiance or excitement.

Fractional HR

✓

Workshops

✓

Offsites

✓

Fractional HR ✓ Workshops ✓ Offsites ✓

HR for Small Teams.

Gatherings for Big Change.

HR for Small Teams. Gatherings for Big Change.

Group of seven young adults gathered around a table working on laptops and engaged in a discussion in a well-lit room.

Our Services

Fractional HR Leadership

Embedded strategic HR leadership for companies not ready for a full-time Head of People. Think of this as having a high-impact HR Partner in your corner for a fraction of the time at a fraction of the cost!

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Project-Based & Hourly Consulting

Tackle specific needs like performance reviews, organizational design, or team challenges with targeted, expert support. Perfect for when you’re stuck or scaling fast.

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Facilitation + Team Experiences

Offsites, leadership retreats, and immersive workshops rooted in the Pacific Northwest. Designed to build trust, clarity, and momentum. Sometimes around a fire. Sometimes with foraged mushrooms. Always human-centered and fun!

Learn more

Fractional HR

✓

Workshops

✓

Offsites

✓

Fractional HR ✓ Workshops ✓ Offsites ✓

HR for Small Teams.

Gatherings for Big Change.

HR for Small Teams. Gatherings for Big Change.

Here’s how we’ve helped businesses and teams like yours.

Developing Your Future HR Leader

A startup had an early-career HR Manager eager to grow, but lacking the experience to lead confidently. We provided hands-on coaching, real-time feedback, and behind-the-scenes support to build their skills in areas like employee relations, executive presence, communication, and performance management. Over time, they became a trusted, capable HR leader who was ready to support the business as it scaled.

Scaling Without Burnout

A fast-growing brand needed to hire quickly without exhausting the team. We designed a clear, repeatable hiring process that saved time, reduced misalignment, and helped the team scale sustainably.

Rebuilding Connection as Leaders

After a tough year of rapid growth, a founder and their leadership team felt disconnected. We facilitated an offsite that rebuilt trust, clarified priorities, and created alignment that carried into the broader organization.

Building a High Performance Culture of Feedback

A 30-person startup wanted to create a high-performance culture without losing their values. We launched a simple, fair performance review process that improved real-time feedback and gave employees clearer growth paths.

Dana Goodwin headshot

Hi, I’m Dana Goodwin.

My path to HR wasn’t exactly traditional. I started in the world of food, earning a master’s degree from the University of Gastronomic Sciences (UNISG) in Italy and learning how food connects people, cultures, and communities. Along the way, I found a complementary passion: building teams, growing leaders, and creating the kind of workplaces where people thrive.

For the last 10+ years, I’ve worked with fast-growing, values-driven companies across food, manufacturing, and tech including Blue Bottle Coffee, Mynd, Roofstock, and Dame. My work blends strategic HR leadership, coaching, and team building to help businesses grow with clarity, confidence, and connection.

At the heart of it, I believe strong teams and thriving businesses are built on intention, clarity, and human connection. When those things come together, your people and your business can grow together.

I live in Bellingham, Washington with my family, where I spend as much time as possible cooking, gardening, and enjoying the outdoors.

Testimonials

  • “Dana played a pivotal role in helping Just Fare revamp our HR and People processes—from recruiting and onboarding to PTO policy—ensuring they are compliant with California’s complex employment laws while staying true to our values. As a social-mission company, employee-first policies are central to our identity, and Dana’s expertise has been invaluable in balancing what’s best for the company with what matters most to our employees. 

    Collaborating with an advisor like Dana, who shares our values, has been an absolute privilege. I can also say, and perhaps most importantly, Dana is a lovely, upbeat, fun and all around joyful person. I look forward to any and all conversations we have, even when it's about the stickiest of situations!”

    Bronwen Sterling, CEO & Co-Founder Just Fare

  • “Dana played an instrumental role in shaping our people operations and culture at Dame. She overhauled our hiring process to help us attract top talent during a critical growth phase, all while keeping Dame's core values at the forefront. Dana also transformed our employee handbook into an approachable, culture-driven guide and introduced creative initiatives like the podcast lunch club to foster connection within our remote team. Her thoughtful and strategic approach to HR leadership left a lasting positive impact on our team and organization.”

    Alexandra Fine, CEO/Founder Dame Products

  • “It is very difficult to find excellent, tailored HR advice for a small business in real time and Dana is just excellent. She cares, she listens, and she gives real, smart, insightful, practical, and excellent advice. It’s both structural and relational. It is very difficult to find excellence and be able to also afford it as a small business and it be nimble and targeted. Total bullseye.”

    - Private Client, Facilitator & Best Selling Author

  • “Dana’s skills and experience helped us to find clarity in a difficult situation with our employees. Identifying the core issues in maintaining a cohesive high-quality culture. Working together, we were quickly able to put together a clear action plan and engage with our team in a compassionate and transparent manner so we could make sure that everybody felt supported and that they were in the right place in our organization.”

    Chris McCoy, CEO/Founder Kombucha Town

A forest stream flowing over moss-covered rocks surrounded by lush green trees and ferns in a dense woodland.

HR for Small Teams.

Gatherings for Big Change.

HR for Small Teams. Gatherings for Big Change.

Fractional HR

✓

Workshops

✓

Offsites

✓

Fractional HR ✓ Workshops ✓ Offsites ✓

The words 'Good Wins' written in bold green letters with a beige background and white border, surrounded by white radiating lines.

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hear from you.

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