Marketing in Chaos with Gwen Hammes

In this episode of "Let's Talk Marketing", Katya Allison sits down with Gwen Hammes, co-CEO of Cro Metrics, to explore how brands can grow through uncertainty. From aligning marketing with business results to navigating the complexities of human behavior and change, Gwen shares real-world insights on leading with purpose in fast-moving environments.

Takeaway 1: The Power of Measurable Marketing

Gwen emphasizes that in a world where marketing budgets are constantly scrutinized, tying initiatives to tangible business results is essential. Her shift from brand-building agencies to a growth-focused role at Cro Metrics underscored the value of data-backed experimentation.

"There’s a very clear line between what we’re doing and what the outcomes are."

As marketers, we need to sell more than ideas—we need to sell impact. Gwen reminds us that proving marketing’s ROI isn’t just about survival, it’s about influence.

Takeaway 2: Change Is Personal, But Progress Is Possible

Gwen dives deep into the psychology of change, noting that even the word “change” can trigger a fight-or-flight response. That insight shifts how leaders should approach transformation—through empathy and micro-momentum.

"People literally have a neurological resistance to the word change.”

Progress doesn't come from brute force. The approach talked about centers on meeting people where they are, which is a powerful framework for marketers navigating internal or client-side resistance.

Takeaway 3: Creativity Needs a Partner: AI + Imagination

AI can handle the “vegetables,” but Gwen champions the irreplaceable value of human creativity. She sees tech not as a threat, but as a tool that gives marketers space to imagine, experiment, and innovate.

"The human imagination is the best technology we have."

In uncertain times, our edge lies not just in efficiency—but in wonder. Gwen’s optimism reminds us that marketers are not just data stewards—we’re dreamers and doers.

Key quotes

• "I love being able to see the tangible results and the impact on business."
  "Change triggers our amygdala—it’s a neurological response."

• "We're still in a COVID hangover—it changed us mind, body, and spirit."

• "Marketing can't wait for certainty—it needs to drive action in the unknown."

• "Don't bring more than you can carry—that applies to life and strategy."

• "I believe AI should support creativity, not replace human connection."