What do global giants like Google, Mars, and Levi Strauss have in common with emerging startups? According to Gwen Hammes, Co-CEO of Cro Metrics, the answer lies in their ability to leverage experimentation and data-driven insights to fuel sustainable growth. In this episode of the Strategy & Leadership Podcast, Gwen shares how she’s helped some of the world’s most iconic brands navigate disruption, build resilient teams, and unlock measurable results in an ever-changing marketplace.
Watch or listen to the full conversation below:
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“Why are the biggest brands in the world trying to act like small businesses?” Gwen asks. The reason is simple: agility. Brands like Skittles and Coca-Cola have found that narrowing focus, targeting niche audiences, and experimenting with bold campaigns allows them to create outsized impact. As Gwen explains, “If you try to be everything to everyone, you end up meaning nothing to anyone.”
This mindset—acting like a challenger brand even when you’re an established market leader—is increasingly critical for CEOs and CMOs who want to stay ahead of disruption.
Gwen’s career has spanned some of the most turbulent times in recent history, from 9/11 to H1N1 to today’s volatile economy. Each disruption has tested leaders’ ability to adapt, but also reinforced the importance of clarity and optimism.
She stresses the value of optimistic realism: acknowledging challenges without resorting to toxic positivity. For executives, this means balancing hope with grounded decision-making, enabling teams to remain resilient while navigating uncertainty.
At Cro Metrics, Gwen and her team help clients like Google, Mattel, and Hyatt design digital solutions powered by experimentation. But she emphasizes that data alone is not enough. True growth comes when human imagination and creativity intersect with AI and analytics—a combination that fuels innovation while keeping customers at the center.
For leaders, the takeaway is clear: data provides the roadmap, but imagination drives the vehicle.
A consistent theme in Gwen’s leadership philosophy is the importance of culture. From her time at Ogilvy, FCB, and DDB to her current role at Cro Metrics, Gwen has built world-class teams by fostering collaboration, debate, and inclusion.
She believes healthy company cultures embrace diverse perspectives and create space for open dialogue. “The power of debate in company culture,” Gwen notes, is often underestimated but critical to growth. For CEOs, this means encouraging healthy conflict rather than avoiding it.
If you’re a CEO or senior leader looking to drive growth through clarity, strategy, and alignment, SME Strategy can help.
Work with us to facilitate your strategic plan:
https://www.smestrategy.net/strategic-planning-facilitator
Learn more about our courses:
https://courses.smestrategy.net/courses/Leading-Strategy-Execution
Subscribe to the Strategy & Leadership Podcast for more conversations with global executives, or connect with us to learn how we support organizations in building and executing their strategic plans.
Gwen Hammes is Co-CEO of Cro Metrics, a company that helps brands like Google, Bombas, Mattel, Hyatt, and Talkspace unlock growth through experimentation. Prior to Cro Metrics, Gwen held leadership roles at agencies including Ogilvy, FCB, and DDB, delivering standout campaigns for Mars, Kimberly-Clark, Stellantis, and Levi Strauss.
Known for her strategic leadership and collaborative approach, Gwen has built a reputation as a trusted advisor to CMOs navigating complex challenges. Based in Chicago with her husband and two sons, Gwen is also a stand-up comedian, farmhouse renovator, and Formula 1 enthusiast.
Connect with Gwen on LinkedIn.
Podcast produced by: Rednyne Productions