Our Story

BEHIND
the BRAND

I'm Katherine Tuominen.
Founder. Storyteller. Strategist. 

With 10+ years of experience, Katherine has worked with 100+ brands, helping founders earn credible visibility through ethical marketing, strategic media, and evidence-led storytelling. Her work and insights have been featured in Forbes, Women’s Health, & Glossy, among other leading publications.

As an international speaker, her keynote 'Ethical Marketing Is Not An Oxymoron' draws on global cultural insight to shape meaningful brand narratives.

Discover the full story on the blog.

Before specializing in the wellness industry, Katherine built her foundation in entertainment and film marketing, working with global studios including Fox and Warner Bros.. This background shaped her ability to craft culturally relevant narratives, manage high-profile media relationships, and position stories that resonate at scale, skills she now applies to purpose-led brands where trust and credibility matter most.

Catalyst’s proprietary frameworks, Holistic Marketing Ecosystems™ and the Content Craft Cycle™, integrate PR, media, content, and performance into cohesive systems that build trust, authority, and long term brand equity. Recognized by industry awards, including PR and Social Marketing Partner of the Year, Women Leaders at the Business Circle Awards, and recognition at the Founders 2.0 Conference.

Paid & Organic
Social Media Manager

Based in the USA, Nicole Andes leads paid and organic advertising at Catalyst, bringing 10+ years of experience managing performance-driven campaigns for impact-led brands.

Nicole specializes in building full-funnel advertising ecosystems across paid and organic channels, combining audience strategy, creative testing, and ongoing optimization to drive qualified leads, revenue, and long-term brand equity resultying in 3x+ ROAS, reduced cost per lead to as low as $1.27, and driven 37%+ of total brand sales through social.

Outside of work, Nicole enjoys quality time with her husband and values clarity, balance, and systems that support longevity personally and professionally. 

Technical Officer

Based in Davao, Philippines, Gina Alba is the technical backbone of Catalyst. She oversees the systems, integrations, and infrastructure that keep complex marketing, PR, and communications ecosystems running smoothly behind the scenes.

Gina works confidently across 100+ industry tools and platforms, supporting everything from funnel architecture and automation to analytics, CRM systems, and website builds. She has trained alongside and supported multimillion-dollar founders, bringing a calm, methodical approach to high-stakes technical environments where precision matters.

Whether she is building landing pages, streamlining workflows, or troubleshooting integrations, Gina is known for her patience, clarity, and problem-solving mindset. She has a rare ability to resolve technical issues with a clear and accessible approach.

Outside of work, she enjoys tending to her garden and spending time with her family, the same steady care she brings to every system she builds.

Based in the U.S., Kristin leads operations and customer success at Catalyst, supporting the systems, workflows, project management, and execution that connect strategy to delivery. She ensures each engagement runs smoothly from onboarding through execution, overseeing timelines with transparency.

With 10+ years of experience across healthcare, legal, hospitality, and high-touch service environments, Kristin specializes in building operational infrastructure that supports compliance, consistency, and client experience. She ensures complex campaigns, PR timelines, and communications workflows run smoothly behind the scenes.

Kristin brings a disciplined, detail-oriented approach to operational design and workflow optimization, creating clear systems that protect quality as brands grow.

Outside of work, she enjoys traveling, discovering new restaurants, and spending time with family. She values precision, accountability, and partnering with teams committed to meaningful growth.

Ops Manager

Content & Creative Strategist

Based in Mexico City, Janeth Vázquez Angulo leads content and creative strategy at Catalyst, bringing 18 years of experience across brand storytelling, social media, influencer marketing, and advertising.

Janeth has led high-impact campaigns for global brands including Spotify, Disney, and Twitter, overseeing $1M+ media budgets and cross-functional creative teams across LATAM and international markets. Her work has reached 57M+ users, achieved 15% engagement rates, and driven strong positive brand sentiment through culturally intelligent, data-informed storytelling that balances creative excellence with measurable growth.

At Catalyst, Janeth shapes content ecosystems that help health, wellness, and impact-led brands communicate clearly, build trust, and stay culturally relevant without losing substance.

Outside of work, Janeth is passionate about inclusion, creative leadership, and building authentic connections through storytelling.