About Us

Johnie Bobonica is a seasoned marketing leader and Managing Director of Contrarian Path, a performance-driven digital and marketing consultancy built to challenge conventional thinking and deliver measurable outcomes. With over a decade of experience working with some of the world’s most recognised brands, Johnie brings a rare blend of strategic insight, execution excellence, and a contrarian mindset that consistently drives growth and meaningful impact.

Before founding Contrarian Path, Johnie honed his craft across agency and client environments, leading high-impact campaigns and digital strategies that generated real business results. His expertise spans performance media, eCommerce and lead-generation, paid search and social, and full-funnel marketing — always grounded in data, accountability, and commercial ROI. He has partnered with globally recognised names across diverse verticals, bringing clarity and performance to complex business challenges.

At Contrarian Path, Johnie applies his deep experience not to follow trends, but to question assumptions and uncover opportunities others overlook. His approach is built on a foundation of rigorous thinking and strategic creativity — helping brands and agency partners alike unlock growth by doing the work that truly moves the needle.

Driven by results, integrity, and a commitment to meaningful partnerships, Johnie leads Contrarian Path with a focus on transforming how businesses think about marketing — prioritising long-term performance over short-term noise.

Caitlyn Hoffman is the Group Business Director at Contrarian Path, overseeing business revenue, financial management, and people operations to ensure the agency runs with clarity, discipline, and sustainable growth. With a strong background in revenue management and operational leadership, Caitlyn plays a pivotal role in translating strategy into scalable, high-performing business systems.

Her expertise lies in building and managing the commercial and operational foundations that enable teams to do their best work. From financial planning and forecasting to resource management, HR, and internal processes, Caitlyn ensures Contrarian Path operates efficiently while remaining agile and people-focused.

Caitlyn brings a pragmatic, detail-driven approach to business operations, balancing commercial performance with culture and long-term stability. She works closely with leadership and clients alike to align revenue goals, operational delivery, and team capability — creating an environment where both people and partnerships thrive.

At Contrarian Path, Caitlyn’s leadership ensures that behind every bold idea and contrarian strategy is a business built to support it — responsibly, sustainably, and at scale.