From law school to leadership, SEGA Europe's Head of HR tech proves that the secret to managing humans and AI is a little bit of grit and a lot of heart.
Patrick Evenden
Head of Thought Leadership, EMEA
Workday
From the neon-soaked arcades of the 1980s to the lightning-fast loops of Sonic the Hedgehog and the gritty, cinematic drama of Yakuza (Like a Dragon), SEGA has spent over 65 years redefining video games. In doing so, the company has evolved from a hardware titan battling in the console wars to a transmedia powerhouse delivering global hits.
While SEGA’s relentless delivery of video game entertainment has captivated people worldwide, behind the high-speed gameplay lies a complex ecosystem of real people who support, manage, and empower the entire operation. And that requires a leader who can translate complex HR systems into tools that actually work for people, at scale, across regions, and in step with a fast-moving creative business.
Meet Eliza Duenas, SEGA Europe's Head of HR technology.
Since 2017, she has been a stabilizing force for the company, navigating massive cultural shifts and digital transformations. She approaches her role with a relationships-first mindset, a leadership style that makes space for connection alongside technical expertise.
It is this grounded, trust-based approach that allows her to connect with her team, ensuring that even amidst high-tech implementations, the human element remains the priority.
We recently sat down with Eliza Duenas to discuss her unique career path, the culture at SEGA, and her approach to navigating the future of work.
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Eliza: "It definitely does. We are a big global company with the resources to match, but we still have that "family feel." SEGA has this legacy of being a bit rebellious.
"Back in the 90s, it was very bohemian and countercultural. Interestingly, we are seeing a shift back to that edginess and rebellious mindset now; both product focus and having fun are core values.
"We try to be "One SEGA," but we also respect the autonomy of our different studios, whether it's Sports Interactive working on Football Manager or Creative Assembly on Total War."
Eliza: "I was born in London, to Filipino parents who came to the UK in the late ‘70s. I’m an only child, which is incredibly rare for a Filipino family. My dad is one of ten and my mum is one of seven, so I grew up with millions of cousins!
"What shaped me was seeing their work ethic. They came here to provide for families back home, often working two or three jobs. They were like passing ships, working early and late shifts just to ensure someone was always there for me. That instilled a deep resilience in me. They taught me that you need to be established, you need loyalty, and you work hard to provide stability."
Eliza: "Absolutely. I studied law at Middlesex University, and in my final year, I was pregnant. Many people might have deferred, but I was determined to finish. I graduated nine months pregnant—literally waddling across the stage in an extra-extra-large gown because they didn't have maternity sizes! It was a struggle raising three children while building a career, but I always had that work ethic in the back of my mind. I wanted my children to see that you finish what you start."
Eliza: "It wasn’t a straight line. I spent nearly ten years at Danone in HR, doing HR Generalist work - everything from payroll to succession planning. The pivot happened when I was seconded to a payroll project. I found that I loved ‘fixing things’, problem-solving and connecting the dots within HR systems. . It’s like building flat-pack IKEA furniture or Lego. I just love figuring out how the pieces fit together.
"I joined SEGA about eight years ago on what was supposed to be just an 18-month contract. I wasn’t sure about taking a temporary role because I needed to ensure there was stability for my family, but I took the leap. Eight years later, I’m still here, and I’ve earned the autonomy to lead major changes."
Eliza: "AI is moving at such a fast pace. But I don’t see it as taking over in the sense that no one will have a job. I see it as a tool for efficiency. It’s there to handle the low-hanging fruit, the administrative burdens, so people can focus on the work they really want to be doing.
"However, we have to keep human-centricity at the core. We are still learning which AI agents we want and how to apply them, but AI isn’t going away. It’s here for the future. The challenge is embracing it in a way that suits our culture while ensuring we don’t lose that human connection."
Eliza: "Music is my therapy. I grew up playing the flute and piano, though I have "two left feet" when I try to play now! I love listening to old-school R&B, and I actually run the choir at my parish. It’s not a massive production, but I support the hymns at Mass twice a month.
"I’ve also gotten back into reading. I recently read Pachinko, a book about a family’s resilience through the Japanese war. It resonated with me deeply because it mirrors the same struggle and sacrifice for family that I grew up seeing."
Eliza: "Be resilient. Just keep at it. And importantly, don’t lose your values or your heritage. It’s important to stay true to parts of your culture while adapting to where you are. Stay family-oriented and hold on to your values.
"We are a big global company with the resources to match, but we still have that "family feel." SEGA has this legacy of being a bit rebellious."
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62% of leaders welcome AI, but only 55% of employees feel the same way. Closing this AI trust gap and ensuring that your organisation is prepared for widespread AI implementation will prove decisive to your company's future success.