Q&A: Elizabeth Johnson of Pathformance
Elizabeth Johnson
CEO
Pathformance
Main job responsibilities: My role involves steering the company's strategic direction, advancing innovation and ensuring we deliver value to our clients. I lead our team to develop industry-leading measurement solutions that help brands understand the true impact of their media investments. This includes working closely with partners, clients and internal teams to stay ahead of the curve in the ad-tech landscape. My responsibilities also include championing our company culture, mentoring future leaders and finding ways to scale our operations effectively.
How you help clients win during uncertain times: Accountability and adaptability are key during uncertain times. We help our clients optimize every media dollar by offering precise measurement solutions and actionable insights that drive better decision-making. With increased pressure to prove ROI, our solutions show what’s working, where to pivot and how to gain an edge even in fluctuating markets. Our value is that we help clients adjust strategies to meet shoppers' evolving behaviors and drive incremental growth — even when budgets are tight.
New marketing tactic that you use: Creating high-impact, small-scale events. Instead of broad-reaching networking events, we have been focusing on smaller gatherings where brands can discuss challenges and opportunities openly, leading to meaningful conversations and strategic partnerships. This approach allows us to build deeper relationships and get closer to our clients' evolving needs.
Best career advice you’ve received: "Stay curious and stay connected." Early in my career, I was advised to keep asking questions and to seek perspectives from those around me: Peers, clients and colleagues. This advice has helped me gain valuable insights and build a strong network of support and mentorship.
Memorable aha moment in your career: When I realized that having data is only half the battle. It's about how you interpret that data and tell the story behind it. Shifting focus to actionable insights and strategic recommendations in real time has helped to amplify the value we deliver to our clients.
What you're reading right now: "Never Enough: From Barista to Billionaire" by Andrew Wilkinson.
Fall travel plans: Fall is always a busy season packed with key industry conferences. It is a great time to connect with clients and partners, share insights and stay up-to-date on industry trends. We have a fall family trip planned to California, starting in San Francisco and driving down the scenic coast to Los Angeles. It will be fun to take in the views and make memories along the Pacific Coast Highway.