Bianca Johnston Customer Research

Independent Customer Research Consultant

Shopify

Integrated Campaigns Lead

Senior Market Researcher

LoyaltyOne

Market Research Manager, AIR MILES Reward Program

Market Research Consultant, AIR MILES Reward Program

Market Research Specialist, AIR MILES Reward Program

Espresso

Espresso is  an integrated brand agency that drives media-agnostic thinking in brand strategy, marcom, advertising, and custom technology products.

Account Supervisor

I help you do research right and become a more customer-centric marketer | 🇺🇦 🇨🇦

🤔 Making decisions based on gut rather than data? 
😕 Marketing efforts not giving you the ROI you’d hoped for? 
🤪 Trying to do your own customer research and feeling out of your element? 

Ask any successful marketer and they’ll tell you the key to growth is to know your customers. But from there the advice gets a little…well, fluffy.

I share tactical, no-fluff tips on how to do customer research right, so you can: 

- Uncover customer truths 💡
- Optimize your marketing and content ⚙️
- Drive business growth 📈

I have 13 years’ experience in market research and marketing roles, across industries and customer segments. I’m a big believer in no-BS marketing and love sharing actionable advice on how to do research right so you can quit winging it and start winning! 🚀

Bianca Johnston 🔮✨

Chris Cichon

Director, Retail Marketing

Grove Collaborative

As the Head of Growth Marketing (VP Growth), I built and lead performance marketing teams. Grew Grove’s annual net revenue over 10x over my tenure. Launched and oversaw all marketing channels for Grove, including Paid Social, SEM, Pay-Per-Click (PPC), Performance Partnerships, TV, Podcasts, Direct Mail, Referral, Email, and SEO

Responsible for effectively deploying large performance marketing budget, including forecasting, measurement, and media mix for a positive ROI utilizing a Media Mix Model (MMM). Own Grove’s paid media strategy for acquisition, Brand, retention, and customer engagement.

Grew LTV and improved profitability in the early customer lifecycle by 250% through rigorous experimentation processes and cross-functional partnership.

VP Growth

Started new group focused on Optimization with the goal of improving customer quality and core metrics through experimentation. Built the group to be the internal Center of Excellence for experimentation across Product, Marketing, and Merchandising.

- Increased profitability of first orders and early customer lifecycle by 4.5x
- Grew unpaid acquisition channels (Referral, SEO, and Email) by 25%
- Established processes to enable Optimization team to run 50+ A/B tests per month, which increased conversion rate by more than 15%
- Improved Net Revenue per customer by 30% YoY through A/B testing

Director of Growth

I was the first full-time performance marketing hire at Grove. I hired the initial acquisition team and scaled new customer growth 3x YoY. 

- Created and led acquisition team that’s responsible for new customer growth
- Grew new customers checkouts from our referral channel by 3x 
- Built cross-functional programs to increase flagship product penetration leading to higher customer quality
- Increased first order AOV by 17% YoY
- Oversaw 7 figure monthly paid marketing budgets and responsible for acquisition targets and planning
- Launched and managed teams that ran Facebook Ads, Google Ads (Paid Search and PLA), Pinterest Ads, Podcasts Ads, Native Ads, our search engine optimization, email abandoner, and referral channels

Senior Manager, Growth - Acquistion

Baydin (Boomerang)

Boomerang builds the world's leading email productivity software for Gmail and Outlook.

As Boomerang's first marketing hire, I:
•	Built out paid marketing program from scratch through rigorous experimentation and singlehandedly maintained monthly spends in the high five-figures while keeping a positive ROI
•	Developed and implemented landing page and creative tests that boosted our conversion rates by 40% and dropped CPA by 52%
•	Fostered a series of partnerships with other companies, which have led to knowledge sharing sessions, content marketing, PR and co-marketing opportunities
•	Brought in largest referral source to company blog to-date through partnership
•	Responsible for user growth and engagement, including data analysis and experimentation
•	Reduced user churn by 25% through retention webinar program, which led to new record high months of active user growth
•	Led growth and marketing initiatives for the new Boomerang for Outlook including event demos, co-marketing with Microsoft teams, and video asset creation
•	Piloted company’s first sales program that brought in tens of thousands of dollars in incremental ARR

Marketing and Growth

Sureify

Sureify empowers insurers through a leading-edge platform that drives customer engagement and provides policyholder data insights like never before.

Head of Marketing

SanDisk

Responsible for content creation, digital marketing campaigns, and customer experience online. Drove social media & digital marketing strategy for retail. I also supported regional teams & advised other business units on their online initiatives.

• Led digital marketing strategy & execution for retail products, including SanDisk’s flagship social media properties, retail product advertising spends, and customer experience
• Developed content and wrote copy for online ads, landing pages, & email campaigns
• Defined and implemented digital marketing campaigns for the two largest product groups – SanDisk Mobile & SanDisk Connect
• Established SanDisk’s Influencer Program to foster key relationships with SanDisk advocates to source new content and increase earned media
• Supported regional teams (APAC, EMEA, & LatAm) and other business units on their social media initiatives and campaigns

Senior Brand Specialist - Digital Marketing

Responsible for establishing and expanding SanDisk’s social media presence. I supported both Brand and Product groups in Retail Marketing.

• Drove SanDisk’s digital marketing campaigns for consumer products and scaled SanDisk’s
social media following by more than 17x YoY
• Spearheaded digital media initiatives for Retail Marketing, including: digital strategy, content
creation, community engagement, and campaign measurement
• Created & managed monthly social media content calendar for the entire company
• Oversaw production of videos from concepts through publishing – created 3 of the top 5 most
viewed videos on SanDisk’s YouTube channel
• Became the go-to person for social media and digital campaigns at the company
• Interfaced with multiple teams (including international regions) across the company to ensure a
uniformed presence online for the best possible customer experience
• Worked on new product development for non-core competency products and developed
international digital marketing campaigns to drive sales

Marketing Specialist - Social Media

I’m a marketing leader that specializes in growth through digital and traditional advertising channels. I’m passionate about building high-impact teams to scale businesses through performance marketing, conversion rate optimization, customer quality and lifetime value (LTV) improvements. As a values-driven leader, I believe our people are our greatest asset and thrive in a cross-functional, collaborative environment. I’m experienced in building teams and processes for scale to support fast-growing businesses.

Experienced Growth Marketing leader with a demonstrated track record of scaling companies and teams. Strong marketing professional with a background DTC, e-commerce, and SAAS marketing. Skilled in Performance Marketing, Conversion Rate Optimization, Digital Marketing Strategy, Management, Customer Engagement, App Marketing and A/B Testing.

Firm believer that our people are our greatest asset and I love helping people learn and grow. Happy to chat about marketing and swap ideas + best practices- feel free to reach out.

taplio

The Battle

Bianca Johnston 🔮✨

Chris Cichon

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