Overview: Katalyst Full-body EMS Training
What I Delivered
- Grew sales 40% YoY through integrated brand and performance marketing across DTC
- Managed a $8M marketing budget and led a cross-functional team across paid, creative, lifecycle, affiliate, and partnerships
- Launched the Gen4 EMS Suit, delivering on ambitious forecast goals through a targeted GTM strategy
- Built and scaled the Affiliate Program to generate 20%+ of total revenue
- Secured $100M+ in earned media through press, podcasts, and influencer partnerships (50+ features, 20+ interviews)
- Increased time on site by 45% and conversion by 13% through CRO and landing page optimization
- Led paid acquisition across Meta and Google with optimized CAC and record-breaking returns
- Drove enterprise growth through event strategy that generated high-quality B2B leads and partner activations
Background
Category: Fitness Technology | DTC & B2B
Katalyst is an FDA-cleared, full-body EMS training system that delivers a complete workout in just 20 minutes. Trusted by athletes, wellness professionals, and high-performance individuals, Katalyst combines wearable tech and science-backed training to redefine strength, recovery, and time efficiency. The brand spans both direct-to-consumer and enterprise distribution channels.
My Role: Head of Marketing
Brought on to lead growth during a critical scale-up phase. Owning the entire marketing function—strategy, execution, and team leadership—working directly with the CEO. I was responsible for building the marketing engine from the ground up to drive measurable results.
Partnership Highlights
Lifecycle Marketing Overhaul
After – Cohesive, Branded, and Insight-Driven
Transformed email into a premium, high-performing lifecycle channel. Architected complete flows that mirrors our customer experience philosophy—educational, empowering, and clearly branded at every touchpoint. The new system enables segmentation, performance measurement, and automation.
Additional flows were built to support full-funnel growth: abandone
Before – Fragmented & Ad Hoc
Katalyst’s email strategy was fragmented and reactive. Emails lacked cohesive branding, visual polish, and strategic flow—delivered as one-off messages with inconsistent tone and design. There was minimal personalization or progression logic, making it difficult to track user engagement or guide customers through a structured journey. The experience felt transactional,
Brand Creative Overhaul
After — A Bold, Premium Brand Built to Inspire
Introduced a bold, premium visual identity rooted in innovation and authority. Photography shifted from flat and functional to cinematic and aspirational, using high-contrast lighting, intentional framing, and elevated styling to reflect the sophistication of the product. Design elements were unified across all channels to create a consistent and recognizable brand presence.
Before — Simple and Static
Lacked visual cohesion and premium cues. Creative assets were functional but uninspired—simple product shots, inconsistent design language, and minimal storytelling. The brand presence felt two-dimensional and failed to convey innovation, authority, or value.