Founder & CEO

Career Highlights

  • Founded, funded and ran OEM software company that sold in 2004 for $5 million.
  • Positive review from Walt Mossberg in the Wall Street Journal highlighting the Migo.
  • Practices lean startup techniques including low-cost market validation for new products and split-testing for Web site optimization.
  • Logged more than 10 years of experience developing web- and desktop-based OEM and consumer software applications.
  • Compiled a strong knowledge of social media and marketing while working on several Top 10 Facebook apps.
  • Developed deep experience and success in recruiting and managing outsourced U.S.- and overseas-based software engineering teams.

Chris’s entrepreneurial skills emerged in high school, when he made money selling candy to fellow students in study hall. He sharpened this acumen as an undergraduate at Bucknell University, when he co-founded a desktop publishing company that is still operating today. After receiving a bachelor’s degree in mechanical engineering, Chris followed his passion for bike racing to become director of marketing for Spinergy, a venture-funded manufacturer of carbon fiber bicycle wheels. In 2001, while living in San Francisco, he started First Person Software, which created and patented software that resides on USB drives and allows automatic personalization of any computer. The technology was purchased in 2004 by Migo, which still exists today. Chris also has founded Dovetail TV, an Internet-based distributor of high quality independent films; and Face It (now Appsorama), a Facebook application company. He has even tackled product management for Sling Media, ScanCafe and other startups.

When he’s not launching companies, he’s launching planes; Chris has his pilot’s license and has logged more than 300 hours of flight time. He also enjoys road and mountain biking in Marin County, California, where he lives with his wife and daughters.


Ann Devens

Ann Devens is the Head of Sales at CROmetrics. Her work experience includes early-stage product management and digital marketing roles at companies including Stella & Dot, Levi Strauss & Co., and Today, she gets to meet lots of people looking to grow their businesses through data-driven decision making. Using her experience as a product manager and digital marketer, Ann helps people start or grow their own experimentation programs.

Ann lives in San Francisco, and she enjoys typical San Franciscan activities such as practicing hot yoga, drinking Philz Coffee, and watching unicorns.

Brian Schmitt

Brian makes sure the CROmetrics business runs smoothly as the Head of Operations, where he’s responsible for everything from backend systems to the secret sauce processes that facilitate our clients’ success. As CROmetrics’ original growth hacker/product manager, Brian’s responsibilities have grown with the CROmetrics business, but he continues work closely with the product team – spending a good portion of his week mentoring new product managers and making sure they have the operational tools and resources needed to make their lives easier, which extends to delivering better service to our clients and vendors.

Brian started his career with one of the largest privately held, independent jewelry stores in the country. In 2003, he left to start a luxury watch repair website, which laid the foundation for the rest of his career in operations. After a year making some fantastic entrepreneurial mistakes, he joined Rockbridge Seminary to launch the first fully-online accredited seminary. Brian led the seminary in marketing, technology and finance as the VP of Operations for over eight years.

When not working, Brian is busy raising 3 kids to be happy, self-sufficient contributors to their communities, while enjoying the endless summer in West Palm Beach, Florida. Outside of spending time with family and friends, Brian is training to test for a brown belt in Jujitsu soon, with the goal of attaining black belt in the next two years.

Laura Stude

After stints in advertising, social media and product development, Laura Stude, Head of Product at CROmetrics, made her way to Austin, TX where she became enamored with tech, software development and breakfast tacos. About 5 years ago, she discovered and fell in love with testing and optimization. Since then, she has helped optimize everything from small furniture sites like BluDot to large eCommerce sites like Tory Burch, adidas, Keurig and Patagonia. She even spent some time in Brooklyn as the Optimization Lead for Hillary Clinton’s campaign.

When not overusing the party parrot emoji on Slack or enjoying YMCA fitness classes, Laura enjoys traveling, spending time in the outdoors, watching football, tracking packages and any drink in a mason jar. She loves meeting interesting people, so feel free to introduce yourself to her on Twitter @STLStude.

Tom Fuertes

Tom Fuertes is the CTO of CROmetrics where he specializes in elegant solutions to complex problems, data-driven experimentation and analytics, and crafting new connections between client optimization and company success.

Tom graduated from the University of Texas in 2008 with a degree in Management Information Systems. He founded a successful start up while in college and followed his life-long passion for numbers into a time as a professional poker player, which directly influenced his skills in conversion optimization. Since then, Tom has been a freelance developer and analyst in Austin for companies such as, Home Away,, and Bazaarvoice.

Tom was recently recognized for his innovative solutions to management and workflow issues with a large group of developers. When not using experimental analytics to change the world for the better, Tom enjoys running, climbing on rocks, fly-fishing, and froyo.

Product Management

Aaron Schwartz

Aaron started cultivating his product management skills during the founding of Mountain Labs, a healthcare information management company. While leading their marketing efforts, he managed multiple user analytics platforms, oversaw hundreds of user interviews, implemented thousands of website iterations, and managed the company’s presence across five different marketing channels. After the company’s closing in 2016, Aaron was well prepared to contribute to the testing and optimization culture at CROmetrics.

Though he was born and raised in Michigan, Aaron hasn’t let that stop him from exploring the world. He has lived in six different states, and has traveled to over thirty countries. In his evenings and off days, Aaron can be found in the kitchen, on a mountain, or on a motorcycle.

David Janczyn

David is another one of our developers turned pm’s and he spends his days working with the talented CROmetrics team to make sure all their technical needs are met. He is truly a problem solving junkie, and CROmetrics offers him his daily fix.
David’s previous experience includes technical and product roles at various stage startups, where he excelled in automation and mobile UI.
When he’s not handling business, David can be found surfing and joking with friends.
He hails from San Diego and parts unknown.

Eddie Solis

Eddie first started showing an interest in Marketing after joining an early-stage Saas business as the Director of Customer Experience. It was during this time that he began to really understand how a user’s experience could really make an impact on a company’s marketing efforts. The venture was a member of the 500 Startups accelerator program based in Silicon Valley, and was later acquired in Spring 2015.

When Eddie isn’t working alongside his clients, he enjoys strumming his guitar and frequently performs around his current home in Austin, TX.

Eddie holds an MBA from Belmont University in Nashville, TN.

Erika Gebow

After spending the early part of her career building large-scale operational programs for Starbucks retail stores, Erika moved her passion for optimizing customer experiences into software product management for online retail and eCommerce, including stints building online experiences for Amazon, AT&T, B2B eCommerce platforms and startups in her community. Erika credits the five years at Amazon as the most impactful in her career, where she spent two years diving deep leading the company-wide Customer Experience Bar Raising program, and three years using data to reinvent the online post-purchase experience into a revenue-driving, contact-reducing behemoth.

After spending her whole adult life fighting traffic and grey skies in Seattle, Erika relocated to Bend, OR with her husband and two terribly-behaved dogs. When she’s not yelling at her dogs for howling at the daily visit from the UPS truck, she’s outside running trails, climbing big mountains, cross-country skiing, mountain biking and drinking amazing local beers with her friends. She is also passionate about animal welfare and volunteers as a board member with the local Humane Society, who coaches her that training is a critical component to dog ownership.

Jerome Choo

As far as he can remember, Jerome has always had a burning curiosity to figure out how things work. Naturally, he entered the field of engineering to satiate this curiosity and graduated from Georgia Tech with a degree in Biomedical Engineering. Soon after he co-founded an education technology startup that provides specialized tools for reading teachers.

More recently, Jerome has been developing an interest in the psychology behind the user experience and ultimately, the buying experience of products. He joined CROmetrics for this reason, helping the engineering team with implementation and product management.

Jerome is based out of Austin, Texas. He enjoys traveling and exploring new hobbies that he might or might not be terrible at.

Jesika Knowles

Jesika started her journey into the website world back in 2004 and has been immersed in it ever since. Over the years, her skill set has grown to include expertise in e-marketing, content management, implementation management, and SEO—all with a focus on best practices and user experience.

Outside of website optimization, you’ll find Jesika wandering the wide-open spaces of Central Oregon with her two dogs or at the barn with her horse. Rescuing him from a feedlot led her to join the board of a local horse rescue, where she focuses on building their website and e-marketing initiatives.

Vivian Debrawuere

Viv went to film school In Southern California, but sometime before graduating (in the middle of the writer’s strike) she decided she wanted to work in an industry with a little more stability. Viv landed a job at Sony and during her tenure there launched the PlayStation Network, expanded it to Europe, Japan and Australia, and developed Sony’s Dynamic theme program. After Sony, Viv took her talents to Netflix. There she played an integral part in the launch of the Darwin UI and spearheaded a program that would later become a personalized artwork algorithm. After Netflix, Viv relocated her life to Chicago IL so she could help grow the Creative Marketing team at Trunk Club. Viv lead clients and teammates in developing strategic creative solutions to help meet business objectives. During her time there she helped launch a women’s service, overhauled the Trunk Club website and brought countless marketing initiatives to life via project managing the in house creative team.

Viv spends her time in Chicago with her two bulldog roommates. She enjoys playing and watching soccer and is an avid participant in competitive dodgeball. She bleeds blue for the Los Angeles Dodgers, and hopes to watch them play at every Major League Baseball Stadium before she dies.

Engineering / QA

Andrew Wessels

Andrew grew up in Hilo, Hawaii since the age of one. He graduated from the University of Hawaii at Hilo with a Bachelors degree in Computer Science. He has since worked as a freelance web developer for local companies, as well as a company based in San Diego, which then developed the Careers website for The Home Depot.

He enjoys talking about new technology, exchanging insights, sharing wild ideas, and working out clever solutions to complex problems. He likes being a teacher whenever the opportunity presents itself, and likes to see others succeed.

When he is not writing code, he enjoys table tennis, skating, playing guitar, and video games. He also volunteers his time to coach table tennis to the kids at the Boys & Girls Club of the Big Island, and is a volunteer board member of the East Hawaii Cultural Center.

Brian Hall

Brian David Hall is a PM and sometime engineer at CROmetrics, which means he spends his days writing tests. And testing tests. It’s so meta.

His main interests are education (making sure that knowledge flows freely throughout the organization) and tooling (making sure that nobody suffers from click-and-drag fatigue). He’s also the team champion of “bargain basement usability testing,” the One Weird Trick that leads to tons of actionable insight on website user experience.

When he’s not writing tests, or documenting processes, or buying a latte for a stranger in exchange for a five minute informal user test of your website, he’s probably evangelizing about the command line — it’s not just for neckbeards anymore! — or training his dog to do run up and down teeter totters. He holds a Master’s in Information and Computer Science from the University of Hawai’i and resides in Hilo, Hawai’i, making him the remotest of the remote here at CROmetrics.

Chase Marlow

Chase comes to CROmetrics with a background in front end development/design. He grew up in rural western Illinois and picked up web development through a variety of side projects in college.

Chase has spent the last few years freelancing, working at a Chicago marketing agency, and running a web design/development studio with his wife. He’s currently located in Macomb, IL where he spends his free time playing basketball, running, and preparing for a baby in Spring 2017.

Eric Newland

Eric’s background as a designer has taken a back seat since he discovered a love of code and problem-solving. After teaching himself how to use Drupal and expanding his knowledge of HTML, PHP, CSS, and Javascript, he successfully migrated a previous employer’s static website to a highly customized Drupal installation. He has been working with CROmetrics since April, 2014.

A/B testing doesn’t just happen and is often a lot more complex than changing text or colors, so Eric uses his Javascript and CSS expertise to implement difficult tests and create custom goals for data collection. Whether it’s tweaking a sales funnel full of modal forms, adding a completely new plugin to the site, or redesigning a page from header to footer, Eric specializes at making sure CROmetrics’ tests just work.

Eric has a BA and 10 years’ experience in graphic and web design and development. He lives in Dayton, Ohio with his wife and two children.

Matthew Gossage

Matthew has been writing code in one form or another since his early adolescence. What started as a hobby grew into a career as he now spends his days doing front-end development.

He finds great enjoyment in the particular challenges found in A/B test implementation, preferring the ‘front-end hacking’ work to standard front-end web development.

Loves a good laugh and can often be found chasing :derp: emojis around CROMetrics slack channels.

Jared Schoen

Jared grew up with computers as a kid and developed a love for technology early on. What started with DOS and floppy disks, led to a programming class in high school, turned into a website on Geocities and CSS hacks on MySpace, resulting in a web design class at UT, and culminating in freelancing as a web developer. Now Jared is excited to apply his background to problem solving for A/B testing and get some quality time with the command line again.

Jared currently lives in Austin, Texas and in his free time likes to hop on a bike, go for a run, or sail at the lake. He’s been trying to learn Spanish for mucho tiempo and is always thinking about his next travel destination.

Shru Bilagi

Shruthi has a keen interest in user experience testing and she enjoys learning something new every day. At CROmetrics she conducts thorough QA on AB testing experiments before they go live. Her past work experience includes working at Oracle Corporation, Indian Institute of Science and various others companies. She holds a bachelor’s degree in Electronics & Communication Engineering.

Shruthi lives in San Antonio, Texas with her husband and son. She enjoys traveling, hiking, swimming, exploring new restaurants and other fun activities with her family.