Aimee (Max) Whitcroft: Opening Data for the Greater Good

Some people find a calling. Others build it piece by piece, across countries, careers, and moments of unexpected inspiration. Aimee Whitcroft is the latter—a self-proclaimed “specialized generalist” who has woven her way through science, business, communications, and civic tech to arrive at a mission that touches lives in real ways: making open data useful, ethical, and accessible.

Based in Christchurch, New Zealand, Aimee came to her current path through an unconventional route—starting in molecular neuroscience before veering into startups, science communication, and eventually open government work. “I like these humans,” she said with a laugh, describing what pulled her into the civic data space. “I’m a big fan of these presets.”

At its core, her work sits at the intersection of data, technology, and geography. But for Aimee, the tools are only part of the story. “GIS is fundamentally about data,” she said. “But it’s also about our embodied sense of place—how we move through the world. That’s why GIS, open data, and ethics are so interconnected.”

Aimee’s passion is grounded in real-world impact. During catastrophic floods in Auckland and Cyclone Gabrielle’s devastation across New Zealand, she sprang into action. Drawing on her network and background, she stood up a crowdsourced crisis map using Ushahidi—a digital platform that allows communities to mark hazards, shelters, and resources in real time.

“I just threw up an instance and started spreading the word,” she said. What followed was a flood of support: volunteers across the country adding shelter info, translating local needs into actionable pins, and even government agencies taking note. The result? A proof of concept that showed what’s possible—and necessary—when tech and people come together fast.

The impact wasn’t just technical—it was emotional. “To discover that people, especially in a time where we’re all feeling overwhelmed, are still fundamentally decent and keen to help... that’s humbling.”

Yet the journey hasn’t been without struggle. Open data work is complex. It requires tenacity, diplomacy, and often, a lot of patience. “Sometimes I’ve had complete burnouts and nervous breakdowns,” Aimee admitted. “I deal with it with varying levels of grace.”

Still, she finds her way back through humor, rest, and community. “Find other people who care about it too,” she advises. “It’s easier if it’s not lonely.” Whether she’s advocating for global open data principles, advising governments, or just finding a new dog-friendly park using her own maps, Aimee stays anchored in her purpose: helping others see the world more clearly—and act with care.

In the end, Aimee’s humility might be what sets her apart most. “You realize you’re a part of something bigger. You don’t own it—but you get to be in it. And that’s cool.”

---

If you've made it to the end and are inspired to become a Pathfinder, your next step is to Add Your Voice: www.pathfinders.social/voices