Why do the world’s leading brands increasingly act like startups? In this episode, Co-CEO of Cro Metrics, Gwen Hammes, shares her insights from working with global giants such as Mars, Kimberly-Clark, Stellantis, Clorox, Levi Strauss, Sargento, and SC Johnson. Drawing from her decades of experience at iconic agencies like Ogilvy, FCB, and DDB, Gwen explains how experimentation, data, and creativity combine to unlock growth and build lasting brand love.

With a proven track record of helping Fortune 500 companies overcome unseen barriers and shift consumer behavior, Gwen offers invaluable lessons for leaders seeking to foster innovation, empower their teams, and deliver measurable impact.

Watch the full conversation for actionable advice on how to lead with data-driven confidence while still embracing creativity and human connection.

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In this podcast, you will learn:

☑️ Why the biggest brands are adopting a “small business mindset.”

☑️ How data and experimentation fuel sustainable growth.

☑️ The role of creativity in driving profitable business outcomes.

☑️ How to assemble world-class teams that balance insights with innovation.

☑️ Why building brand love is essential to long-term success.

This podcast is for:

▶️ CEOs and executives navigating growth and transformation.

▶️ Leaders seeking to balance creativity and analytics.

▶️ Marketing professionals aiming to inspire innovation.

▶️ Anyone responsible for scaling organizations in competitive markets.

About the Guest:

Gwen Hammes is the Co-CEO of Cro Metrics, where she leads teams that expand the impact of experimentation across marketing organizations. Her career has spanned leadership roles at Ogilvy, FCB, and DDB, partnering with global powerhouses like Mars, Kimberly-Clark, Stellantis, Clorox, Levi Strauss, Sargento, and SC Johnson. Gwen is recognized as a trusted advisor to CMOs navigating today’s complex marketplace, known for her ability to foster profitable growth while cultivating lasting consumer connections. She resides in Chicago with her husband and two sons.

🔗 Learn more about Gwen and Cro Metrics: https://crometrics.com

🔗 Connect with Gwen on LinkedIn: https://www.linkedin.com/in/gwen-hammes/

About the Host:

Anthony Taylor is the CEO, Founder, and Senior Facilitator at SME Strategy. With over 14+ years of experience in strategy work, he holds a BBA and is a Certified Associate in Project Management (CAPM). Based in Vancouver, Canada, Anthony helps leadership teams around the world create and implement successful strategic plans.

🔗 Connect with Anthony on LinkedIn: https://www.linkedin.com/in/anthonyctaylor604/

About SME Strategy:

SME Strategy is a management consulting firm specializing in helping organizations develop and implement strategic plans. We facilitate conversations around strategic direction so leaders can focus their energy on what drives results.

Learn more: https://www.smestrategy.net/strategic...

Helpful Resources & Contact:

▶️ More from our online courses: https://courses.smestrategy.net

▶️ Contact our team: https://www.smestrategy.net/contact

▶️ Podcast produced by: Rednyne Productions

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Leading Global Brands & Data-Driven Growth, with Co-CEO of Cro Metrics Gwen Hammes

The Strategy and Leadership Podcast with Anthony C. Taylor