Ceri Balston
VP Customer Experience @Cognism
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WORK HISTORY
VP Customer Experience @Cognism
EDUCATION
UCL Institute of Education
PGCE
Anglia Ruskin University
BA (Hons)
SOAS University of London
MA
SKILLS
ABOUT CERI BALSTON
I’m a digital experience transformation and product growth leader with 17+ years of experience driving customer experience, customer acquisition, onboarding, and retention across SaaS, e-commerce, and financial services.Most recently, I led the Product Growth team at Pipedrive, a SaaS sales CRM unicorn, shaping the onboarding and early lifecycle experience for tens of thousands of new customers. My work spans customer insight, experimentation, and cross-functional leadership, bringing together product, design, and customer education to accelerate growth.Before that, I led digital and e-commerce strategies for RSA, esure, and Sheilas’ Wheels, and headed digital transformation at Scope, delivering an award-winning accessible digital ecosystem. Earlier in my career, I built and led optimisation functions at loveholidays and Avis Budget Group, delivering measurable uplifts in conversion and engagement.An entrepreneur at heart, I’ve also co-founded ventures including Baobab Avenue, an ethical fashion platform, and Harmonious Living, one of South Africa’s leading online lifestyle publications.I’m passionate about scaling products through insight, creativity, and iteration — helping teams connect customer needs with business growth.
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