The team is focused, experienced, and offers solid advice. They are a ‘no fluff’ group. They get work done and are entirely focused on driving customer-centric solutions.
Vice President, AAA
Catalyst Strategies consultants are experienced and specialize in accelerating revenue growth in the technology and services sectors. On average, our consultants have more than 20 years of operating, management and consulting experience. Each client team includes seasoned “A-players” with executive experience with world-class corporations and consulting firms.
The Catalyst Strategies team is known for quickly delivering practical recommendations and working collaboratively with clients to drive decisive action that leads to tangible market results.
Founder and Managing Partner
Trish Hayward has 25 years of experience accelerating top line revenue for leading brands in the technology and services industries. In 1998, she founded Catalyst Strategies to help technology and services companies achieve aggressive growth goals. Trish pioneered an approach to growth strategy that unifies analytical discipline, practical ideas, agility, and collaboration. The firm is known for driving executive teams to decisive actions that lead to market results.
Trish oversees projects with high-profile clients including SAP, Cisco, Deutsche Telekom, Intuit, Atlassian, ServiceSource, Sony Computer Entertainment, eBay, Yahoo, Charles Schwab, and Wells Fargo. She also advises venture-funded companies in SaaS, analytics, social media, security, clean-tech, and other industries that are funded by leading venture capital firms such as Kleiner Perkins Caufield & Byers, NEA, Battery Ventures, Draper Fisher Jurvetson, and Sequoia Capital. Trish lectures at Stanford and other universities, as well as for corporate training programs on business growth topics, such as business planning and competitive advantage.
Prior to founding Catalyst Strategies, Trish was a consultant with Booz Allen & Hamilton’s New York Strategy Practice and a partner with Marketing Corporation of America, where she served a variety of Fortune 100 consumer services clients. Trish has held VP-level line management positions, including those at Turner Broadcasting and at Themestream, one of the web’s first user-generated content sites. Trish started her career in SaaS sales.
Trish holds a MBA from the Columbia University Graduate School of Business and a BS from the Pennsylvania State University.
Mary Culley is a senior executive with more than 20 years of experience of exceeding revenue and profitability goals for high growth enterprise software and services companies. She delivers strategic planning, go-to-market acceleration services, and organizational development for sales, channel, field marketing, and business development functions.
Mary’s experience includes sales strategy, sales operations, and field marketing initiatives for Cisco, SAP, McAfee, ServiceSource, TriNet, eBay, Entercept Security Technology, diCarta, Vividence, and Sun Microsystems. She has expertise in the thermal management, security, CRM, ERP, web services and mobile markets.
Mary has a track record of building high performance sales teams, aggressively driving customer acquisition and revenue within a range of industries and company profiles. She has also successfully led numerous sales integration teams during significant mergers and acquisitions. Prior to consulting, she held senior manager and vice president positions at Symantec, Delrina Technology, CKS US Web, SCO (The Santa Cruz Operation), and Vividence, a Kleiner Perkins and Sequoia Capital portfolio company.
She holds a BA with Honors from UCSC.
Susheela Vasan has over 20 years of consulting and operational experience creating and implementing growth strategies for technology and services companies. She specializes in identifying and growing new markets for early stage to Fortune 500 companies, with particular emphasis on emerging technologies. Her experience includes work in the early stages of the UNIX, cellular telephone, network services, multimedia, network gaming, VOIP, and Internet markets.
At Catalyst Strategies and as a consultant at McKinsey & Co. and Andersen Consulting (now Accenture), Susheela has amassed significant experience in business strategy and implementation projects, serving clients such as SAP, ServiceSource, BMC, Hewlett-Packard, American Express, Silicon Valley Bank, Bank of the West, and Wells Fargo.
Susheela’s operating experience includes executive roles at start-up companies, including most recently VP of Strategy at Gigster. Prior, she ran marketing strategy at Silicon Valley Bank. She also led product management for 3DO, a multimedia company funded by Electronic Arts, Matsushita, MCA, Time Warner, AT&T, and Kleiner Perkins.
Susheela holds an MBA from Harvard Business School and a BS in Engineering, summa cum laude from Cornell University.
Sandra Miley has over 25 years of consulting and operational experience in brand and marketing strategy. Sandra specializes in accelerating revenue growth by architecting aligned brands and catalyzing business transformation for technology start-ups to Fortune 500 companies, with an emphasis around B2B.
At Catalyst Strategies and as an independent consultant, Sandra brings brand strategy expertise and experience in corporate marketing, acquisition integration strategy, category creation, and accelerating sales in working with companies such as Adobe, Brocade, Cisco, Juniper, Nokia, Rackspace, Vocera, and Zymergen. As head of Marketing at Vocera, Sandra rebranded the company attracting new partners, employees, and customers; and built a revenue performance management (RPM) model which drove a 10x increase in pipeline. Today, over half of all new customers come through the RPM model fueling long-term recurring revenue for the company.
Before joining Catalyst Strategies, Sandra was head of marketing for Zymergen, a hyper growth start-up where she introduced the company to global markets and won the World Economic Forum’s Tech Pioneer 2017 award for the company.
Sandra holds a BA from the University of California, Berkeley where she was pre-med.
Himanshu Choksi is a senior executive with 25 years of experience as a Fortune 500 executive, entrepreneur, venture capitalist, and consultant (Bain, independent). His core expertise spans strategy development and execution, general management, product development and management, and marketing in multiple sectors including internet, AI, enterprise software and X-aaS, digital health, IoT, telecom, financial services, media, energy and cleantech.
At Bain and as an independent consultant, Himanshu has helped Global 2000 organizations such as Fuji Xerox, Samsung, Ricoh, Hewlett Packard, Sun Microsystems, PG&E and others to accelerate growth and improve profitability through organic innovation, partnering, and M&A.
Prior to joining Catalyst Strategies, Himanshu co-founded and led four startups and a venture fund, held executive roles at AT&T and Intel, and was a consulting team leader at Bain & Company. Companies he has invested in as a VC or an entrepreneur have created $2B in aggregate value.
Himanshu holds an MBA from Stanford University, where he was an Arjay Miller Scholar; an MS in Engineering from the University of California at Berkeley where he was a Regents Fellow; and a Bachelor of Technology degree from the Indian Institute of Technology where he ranked 1st in his major. He holds four patents.
Sarah Hammann has built and launched profitable businesses for 20 years in Global 100 and early-stage companies—from financial services to consumer technology to health care. Sarah’s expertise is in excavating consumer insights that unleash growth opportunities and build brands.
Since 2006, Sarah’s clients have included Johnson & Johnson, Blue Shield of California, Microsoft, and Advanced Micro Devices as well as early stage companies in health care, technology and retail services.
Before joining Catalyst Strategies, Sarah was chief marketing officer of Posit Science, a life sciences company in brain health. Sarah built marketing and sales from scratch—leading a team to craft the brand, value proposition, business model, and offer strategy. Previously, Sarah was general manager of Small Business Services for Intuit. Her team delivered double-digit growth by identifying and launching two breakthrough services.
In her New York era, Sarah was senior vice president of Market Development for Standard & Poor’s. She led global product management, marketing, research, and communications for six divisions. Prior to S&P, Sarah was vice president of New Business Development for Reader’s Digest Association where she launched the company’s digital media business and profitably expanded the customer base. Sarah started her career in brand management with Procter & Gamble and in consulting with McKinsey & Company.
Sarah holds an MBA from Cornell University as well as a BA with honors in History from the University of Massachusetts, Amherst.
Michael has more than 20 years of experience in line marketing management and with marketing services companies, covering both the consumer and B2B sectors. With expertise in marketing strategy and integrated marketing planning, he is known for design and implementation of innovative and successful growth initiatives for Fortune 500 and early stage companies.
Joining Catalyst Strategies in 2009, Michael’s clients have included Wells Fargo, SAP, Cisco, Zazzle, Verdigris Technologies, Monterey Bay Aquarium, and Cake Financial. Prior to joining Catalyst Strategies, Michael was Managing Director of the Ackerman McQueen, the nation’s 10th largest independent advertising agency. His clients included LeapFrog Enterprises, Juniper Networks, Xirrus WiFi Systems, BancTec, Claimetrics Insurance, Mega Brands, and Hooked On Phonics. Among other successes, Michael can point to the fact that over its 11-year relationship with Ackerman McQueen, LeapFrog grew from a start-up to over $650 million in revenues, winning the Grand Effie for the most effective marketing campaign in 2004.
Before joining Ackerman McQueen, Michael was CMO for Jarden Corporation, a $4 billion diversified consumer products company. In addition to M&A initiatives, Michael led the successful restage and re-branding initiative of two major divisions. Earlier in his career, Michael advanced through the brand management ranks at Quaker Oats and was managing director for the launch of Gatorade in Australia and New Zealand, the most successful launch of Gatorade anywhere outside of the U.S. Michael started his career in advertising at Ogilvy & Mather in New York.
Michael holds an MBA from the Darden School at the University of Virginia and a BA in History from Dartmouth College.
Kim Huelsman, with nearly 20 years of experience across various industries, specializes in growing revenue and profit by developing and executing strategic programs across sales effectiveness, enablement, and operations. She has proven results in delivering successful sales analysis and plans, growth strategies, account development programs, CRM utilization and design methodologies, competitive and win/loss analysis, sales origination initiatives, capability development programs, organization designs, forecasting processes, business development management, pipeline management, and reporting and analytics best practices.
Kim’s results-driven and common-sense approach stems from her experience working on the line, on internal teams, and with top leadership. Thus far, she has spent the majority of her career at Accenture. She has served multiple, Fortune 500 clients in many industries along her path from programming and technical design, project implementation, transition and change management, outsourcing solution architecting and sales, and sales effectiveness and operations. She joined Catalyst Strategies in late 2015.
Kim holds a BA from Rice University with majors in Economics, Political Science, and Managerial Studies and a MBA from the University of Houston with a concentration in Marketing.
For over 20 years, Theresa McDermit has helped companies sharpen their unique point of differentiation, better engage their employees, and drive sustainable growth. Having worked with both consumer and B2B companies, she brings a global perspective and a wealth of experience in brand strategy, messaging and positioning, integrated campaign design and execution, lead generation, and culture change initiatives.
At Catalyst Strategies and as an independent consultant, Theresa has significant experience helping mature and early-stage companies recognize their growth objectives. Clients include Oracle, Cisco, Cloudflare and Alsbridge.
Prior to joining Catalyst, Theresa held a variety of technology marketing leadership roles. At CSC, a global systems integrator and outsourcer, Theresa led marketing for the Chemical and Energy division, developed go-to-market strategies for the company’s Health IT offerings, and spearheaded the company’s global marketing technology strategy and deployment. As VP of Marketing at Telwares, Theresa led efforts to reposition the company from a network consultancy to a full-service systems integrator. And at Atlassian, she drove positioning, brand, and advertising activities culminating in the company’s successful 2015 IPO.
Theresa holds a BA from the University of Michigan.
Heather Dobbins has over 20 years of experience serving clients as an advisor, consultant, and change agent. She has worked across industries, including financial services, healthcare, life sciences, technology, manufacturing, and government. As a creative problem solver who always asks “why,” she facilitates strategy and planning sessions, identifies problem root causes, delivers recommendations, and drives successful transformation efforts.
With a strong background in strategic planning, corporate capability mapping, operational improvement, business architecture, content management, and organizational design, Heather feels at home in the middle of transformation.
Prior to joining Catalyst Strategies, Heather designed and drove marketing improvement efforts as head of marketing for fund management at Prologis, the largest industrial real estate company in the world and in an internal consulting role for Marketing at Franklin Templeton. While at Prologis she optimized content quality and delivery, expanded content format and channels, and integrated with the broader company’s tools and processes. At Franklin Templeton, Heather led the marketing leadership team through a capabilities mapping effort, resulting in a content marketing transformation. As a consultant, she supported an auto manufacturer and technology company through restructuring efforts and a health care network and biopharmaceutical company through improving customer experience. She also does pro bono consulting for nonprofits in the Bay Area.
Heather holds an MBA from the Ross School of Business at the University of Michigan and a BA from Colgate University.
Tony Baker is a skilled and effective senior marketing executive with more than 20 years of experience in strategy and leadership in the technology sector. Specializing in digital strategy and implementation, he brings significant line marketing management and consulting experience in start-up through public companies, both consumer and B2B. He has proven expertise in product marketing, lead generation and management, direct marketing, customer acquisition, social media, as well as marketing planning, budgeting, and team management.
Tony has delivered strong results as a senior marketing leader in a range of Silicon Valley technology companies including Nextag, Monster Worldwide / Military.com, Shutterfly, and Technorati Media. He also has consulted with numerous early-stage and growth-phase clients. Example results include: an increase in Nextag lead volume and resulting division revenue by over 100%; an incremental $2MM in Shutterfly revenue in a single quarter; an increase for Military.com of active membership of by 100%, of lead gen conversion rate by 40%, and of network ad revenue by ~150%.
Earlier in his career, Tony co-founded and operated Pathfynder Systems, a digital marketing agency targeting SMB that specialized in direct marketing, online database applications, and cutting edge design.
Tony holds a Bachelor in Marketing from Western Michigan University.
Sophie is a strategic innovator with extensive experience in unlocking opportunities to address unmet customer and stakeholder needs, enhancing the customer experience, and building brand differentiation to drive profitable growth. As a Principal at Catalyst Strategies, she specializes in innovation, strategic growth planning, digital marketing and social engagement, customer experience, and customer insights and brand building.
Sophie held executive roles at Kaplan for seven years, where she served as a Senior Vice President of Strategy and Innovation as well as a Senior Vice President of Strategic Marketing and Student Experience. At Kaplan, Sophie led numerous innovations to enhance the student experience across touch points for both prospective and existing students and alumni. Prior to Kaplan, Sophie was the Vice President of Marketing and Guest Strategy at Regent Seven Seas Cruises. At Regent, she championed a series of award-winning, customer-centric initiatives and the cruise line’s rebranding and repositioning that contributed to an organizational turnaround of over $100M in pre-tax earnings and the selection by Conde Nast for best large ship cruise line. Sophie started working with the Regent executive team as a Senior Partner at Peppers and Rogers Group. Her work with Regent started with comprehensive customer Journey Mapping across the stages of the lifecycle and across channels and touch points.
Sophie also has extensive experience in marketing and customer experience consulting with Peppers and Rogers Group, Marketing Corporation of America and Mercer Management Consulting, working on a variety of brands including Jaguar, BMW, Navistar, Tropicana, Heinz, Marriott Vacation Club, Payless ShoeSource and Disney. She also has brand management and new product development experience from Nabisco and Ameritech.
She earned a B.S. in Economics from the Wharton School of the University of Pennsylvania and an MBA with Distinction in Marketing and Organizational Behavior from the Kellogg Graduate School of Management at Northwestern University.
Emilia M. D’Anzica
Emilia has more than 20 years of experience in customer success management and customer advocacy marketing across e-retail and B2B SaaS companies. With expertise in building scalable customer adoption and engagement strategies, she is known for the creation and implementation of innovative and successful customer onboarding initiatives for high-growth companies.
Joining Catalyst Strategies in 2018, Emilia’s clients have included Amazon, Microsoft, Spotify, SAP, LinkedIn, Twitter, and Zappos. Previously, Emilia was Vice President of Customer Engagement at WalkMe Inc, a digital adoption platform SaaS company, headquartered in Tel Aviv. Among other successes, Emilia grew the global customer success team to 35 people in one year. The following year, the team received a Stevie award for the customer experience they delivered across all segments of service.
Before joining WalkMe, Emilia held customer operations and professional service leadership roles at both BrightEdge and Jobvite in Silicon Valley. Emilia is a three-time top 100 (Top 25 in 2018) ‘Most Influential Leaders in Customer Success’ and recently named a ‘Top Seven Women to Follow in Customer Success’. She writes and speaks globally on tops related to customer strategies and employee culture. Emilia is also on the Advisory Board of Catalyst.io, a customer success intelligence platform, and Crowdvocate, a customer advocacy platform.
Emilia holds a Global MBA from St. Mary’s College of California and a Bachelors of Arts Degree with a Major in Canadian Studies and a Minor in Social History from the University of British Columbia, Canada. She is PMP and Scrim Certified.
Bill has over 15 years of experience developing complex financial and data analysis models for organizations spanning the gamut from small startups to major players in the financial services industry. The models Bill creates are technically sound, dynamic, parameter-driven and robust, and always focused on clarity and ease of use. Bill’s modeling skills masterfully integrate his engineering and business school background.
Bill has previous consulting experience on the Management Services staff of Touche, Ross and Co. [now Deloitte and Touche] where he performed engagements in industries as diverse as shipbuilding and retailing. He has executed financial and data analysis models for clients such as Johnson & Johnson, Charles Schwab, AAA, eBay, Salient Wealth Management, and Carl Zeiss Meditec.
Bill holds the degree of Master of Science in Industrial Administration from the Krannert School at Purdue University, and Bachelor of Science in Mechanical Engineering with Tau Beta Pi honors from Purdue University. He is a Registered Professional Engineer in California.
Ashley has 10 years of strategic consulting experience, specializing in project management. Responsible for the timely execution and on-budget delivery of cross-functional projects, Ashley helps drive business growth for both Fortune 500 and early-stage companies across multiple industries. She has worked with clients such as Wells Fargo, SAP, Silicon Valley Bank, Cisco Systems, VMware, RSA, FireEye, IHS, Adaptive Insights, Deutsche Telekom HBS, Sony PlayStation, and ServiceSource.
Ashley pairs analytic rigor, creative problem solving, and excellent communication skills to drive results. Outside of managing the day-to-day project management for clients, she supports the firm’s marketing and business development efforts. Prior to joining Catalyst, Ashley worked in advertising sales for Condé Nast Publications and Advance Magazine Group.
She holds an MFA in Writing from the University of San Francisco and a BA in English from Davidson College.
Business growth is our core competency. We work with alliance partners who offer complementary services such primary market research, branding and naming, content and editorial services, and employee engagement and performance.
Contact us to learn more about how we can make growth happen for your organization.