At Adthena, we believe the best talent grows from within. In 2024, we introduced Project Sherpa; a program designed to help employees build their skills, explore new roles, and achieve their growth goals.
We spoke with Luke Stowe, our Head of People, to learn how it works and what kind of impact it’s already had.
Why ‘Sherpa’?
Sherpas are expert mountain guides; trusted partners on tough climbs. That’s the idea behind Sherpa Plans: a structured, practical guide for navigating your own career journey at Adthena.
Each plan is co-created between a team member and their manager. It’s a chance to:
- Make space for meaningful growth conversations
- Clarify goals and areas to grow
- Explore future roles and internal career paths
We launched Sherpa Plans in February 2024, and every Adthenian now revisits their plan every 6-12 months.
Talking about growth can be tricky. How do you make it easier?
You’re right, talking about growth can be tough. If someone handed you a blank piece of paper and asked you to create a growth plan from scratch, it could feel like a huge task! To make it easier (and actually useful), we built two simple tools into the Sherpa process:
1. Progression Framework: Where you can go
We’ve mapped three career tracks:
- Individual Contributors (IC1–6): Deepening expertise in a specific area
- Managers (MN1–3): Enabling and developing others
- Leaders (EX1–2): Shaping strategy and direction
Each track has clear levels that reflect experience and responsibility. We’ve also created department career maps, making it easier to move within and across teams.
2. Job Descriptions: How you can get there
Every role on the map includes:
- Outcomes – what success looks like
- Responsibilities – how to achieve success
- Behaviours – how we live our values
I’ve seen a lot of people frameworks that try to do too much – massive skills matrices that no one looks at. We kept ours simple and practical, so managers and team members can actually use it to guide real conversations.
A simple framework for growing your career at Adthena
Makes sense, but what do Sherpa Plans actually look like?
They follow a simple, structured format and live in Leapsome, our performance and growth platform. It keeps everything in one place, so no clunky spreadsheets or scattered notes.
Each plan includes:
- How you feel about your growth overall
- Your confidence in your current role
- Your development goals (e.g. promotion, lateral move, new skills)
- Clear actions and timelines to hit those goals
- A space to raise blockers or anything that might make someone feel stuck (what we call the “Don’t Quit” rule)
You mentioned the “Don’t Quit” rule. What is it, exactly?
The “Don’t Quit” rule is about creating space for honesty. If something’s not working, whether it’s role scope, progression, pay, or anything else, we want people to raise it before it reaches breaking point.
Too often, those conversations only happen when someone’s already thinking seriously about leaving. Sherpa Plans make it easier to say: “Here’s what’s bothering me – can we fix it?” And in most cases, we can. Whether it leads to a new challenge, a different role in the business, or just a better understanding of what’s next, it’s always better to have the conversation early.
You can hear more from our CEO, Phillip, on this topic on the Hire Power Radio Show & Podcast.
What kind of impact has Sherpa made so far?
100% of our Adthenians have created a Sherpa plan as part of the program rollout. After our first round of Sherpa, of the 80 employees we surveyed:
- 79% say it helps them see a future at Adthena
- 68% say it makes them more likely to stay
In our first year, 26% of the team (32 people) were promoted or transferred into new roles. In H1 2025, our promotion rate was 14% – early signs that we’re continuing to support growth stories across the business.
We’ve also seen broader shifts:
- Our average eNPS jumped from 22 to 28
- Positive employee sentiment about career growth rose from 48% to 75%
- Voluntary turnover dropped by 42% (11.6% down to 6.7%)
- Average tenure has increased by six months
We’re not claiming Sherpa alone caused all of this, but it’s definitely contributed. It’s helping people feel seen, supported, and clear on how they can grow here.
Any success stories that stand out?
Absolutely, here are just a few:
“I joined Adthena as a Business Development Representative in Sales. After two years, I was ready for a new challenge and moved into Customer Success. With support from my manager and colleagues, and thanks to Adthena’s flexible approach to internal mobility, the process was seamless and rewarding.”
— Nora Venin, Account Manager
“I started in Customer Success, then moved into Product Marketing for something new. My managers and the wider business supported both transitions. I’ve never felt pressure to follow a fixed career path, just encouraged to keep learning and stay curious.”
— Mery Hayles, Product Marketing Manager
“I spent three years in Marketing before moving into Sales. Sherpa gave me the structure and confidence to make that change, and I’m now in a role that energises me every day.”
— Conor McCallum, BDR Team Lead
What’s next for Project Sherpa?
Like everything in People Ops, Sherpa’s a work in progress. The foundation is strong, but there’s always room to improve. Next up:
- Simplifying job descriptions so they’re clearer and easier to use
- Helping managers have better career conversations
- Making internal moves and opportunities more visible
More people are also putting their hand up to take on stretch roles or move into different teams, which is exactly the kind of momentum Sherpa is built to support.
And because Smart & Always Improving is one of our core values, we’ll keep evolving the program as the business grows, so it stays relevant, useful, and impactful for everyone.
