Episode Summary
Gwen Hammes is the Co-CEO of Cro Metrics, a digital experimentation agency that works with high-profile clients like Bombas and Hyatt. In this episode, Gwen dives into what it means to take over leadership from a founder, the challenges of building from the inside out, and how she’s redefining the agency’s next chapter, starting with its people.
Episode Highlights:
- How Gwen evaluated and accepted the Co-CEO role next to the founder
- The importance of micro-steps and personal check-ins
- How she’s building internal training with “Growing with Gwen” to shift mindset and capability
- The overlooked power of clarity, consistency, and internal alignment when leading a team forward
Agency Info
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Company: Cro Metrics
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Guest: Gwen Hammes
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Year Started: 2011
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Employees: 50 – 100
Whenever you put growing the agency first, you are doomed to fail.
Gwen Hammes
Key Takeaways
Hiring a Leader Isn’t About Finding a Clone
When Gwen joined Cro Metrics, founder Chris Newman admitted he didn’t need someone like him, he needed the opposite. Their success has come from complementary strengths and mutual respect, not similarity. This approach shaped their co-leadership model and continues to build trust across the team.
Start With the Team, Not the Metrics
Instead of focusing on performance KPIs first, Gwen prioritized client relationships, team development, and leadership alignment. The result? Greater accountability, stronger morale, and more sustainable client delivery.
Training Should Feel Real, Not Formal
Gwen’s “Growing with Gwen” series is a low-friction, informal training initiative that focuses on mindset shifts like resilience, initiative, and daydreaming. By grounding the agency’s learning culture in lived experience, she’s sparking curiosity and connection beyond surface-level skill building.
Predictability Builds Confidence
In an industry of volatility, Gwen introduced a “dynamic talent model” to stabilize operations. Clear internal roles, contractor rings, and transparent expectations help ensure the core team feels secure, while maintaining flexibility to adjust to project demand.
Leadership is a Human Role, Not Just a Business Function
Gwen’s approach is rooted in presence. Whether it’s hosting town halls, sharing personal stories, or modeling self-awareness, her leadership style is deeply relational. This sets the tone across the company and reflects the kind of culture clients want to work with.
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