Coworking with Elizabeth Johnson

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Elizabeth Johnson is CEO of marketing measurement and insights platform Pathformance Technologies.

How would you describe your job to someone who doesn’t work in retail? As CEO of Pathformance, our team helps retailers and brands optimize their marketing investments. We use point-of-sale data to measure the true impact of campaigns, uncover what drives purchases, and provide the insights needed to make smarter, more profitable marketing decisions.

One thing we can’t guess about your job from your LinkedIn profile? Most people don’t realize that my job isn’t just about running a company, it is also about turning the insights from real-world sales and media performance data into clear strategies that help brands grow. Our platform does the heavy lifting, so I can focus on connecting dots, spotting trends, and guiding big decisions.

What’s your favorite project you’ve worked on? One of my favorite projects has been strengthening our company culture while implementing the Entrepreneurial Operating System (EOS). Watching our team align around a shared vision, celebrate wins together, and feel truly connected to the work we are doing has been one of the most rewarding parts of my career.

Which emerging retail trend are you most excited about right now, and why? I am most excited about the industry’s move toward unified retail media measurement. We are just scratching the surface of what is possible when sales, media, and shopper behavior are connected in real time. In the future, this will empower brands and retailers to anticipate trends, adapt instantly, and create shopping experiences that feel personal, seamless, and measurable from start to finish.

What’s your go-to coffee order? Most days, you will find me with a cold brew in hand. But if I am feeling fancy or need to channel inner focus, it’s a double Americano all the way.

Worst piece of advice you’ve received? The worst piece of advice I ever received was to follow the “proven path.” The most exciting and rewarding opportunities in my career have come from building my own path, even when it meant taking the road no one else was on and believing in myself.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? Back then, it was all about Bath & Body Works Warm Vanilla Sugar body spray, the ultimate signature scent. Now, it’s my Apple AirPods Pro, which keep me focused, connected, and sane whether I’m traveling, working out, or in back-to-back meetings.