Catalyst Employee Spotlight: Kelly Roberts

You can have the best data and most sophisticated tools, but it doesn’t mean anything without great people. Fortunately, at Catalyst, we have no shortage of great people. From Search Associates to Search Directors, and from Project Managers to Managing Partners, each member of the Catalyst team is committed to maximizing client business results and making Catalyst a world-class agency. Read our Employee Spotlight series to meet some of the team members responsible for making Catalyst an all-star agency partner and a great place to work.

Meet Kelly

Name: Kelly Roberts

Title: Group Director

How long have you worked at Catalyst?

I started at Catalyst this year.  

How long have you worked in digital and what type of clients have you worked on?

I have worked in integrated media & marketing for twenty years on both the agency and client side of the business. I have worked across a variety of industries including, CPG, QSR, retail, and spirits.

How did you get your start in digital?

My first introduction to digital was launching Staples.com. The irony is that we did it with a robust linear TV campaign because digital advertising opportunities were limited at the time!

What do you like most about working at Catalyst?

I have never started a job remotely before and have been incredibly impressed at how eager everyone has been to help me onboard. I also love being surrounded by smart, strategic, and energetic channel/discipline leads who continue to demonstrate best practices and bring new ideas to our clients.

What has been your greatest achievement or success in digital?

I would say my biggest achievement in digital has been guiding more traditional advertisers and brands into – and through – the digital ecosystem. There are myriad opportunities and determining what works best for individual clients is always a fun challenge.

In your opinion, what is the most important digital trend or change for 2021?

While not a new concept, the consumer is more in control than ever. The consumer journey is no longer linear, and brands need to adapt to consumer behavior across multiple devices and platforms, with unique and compelling messaging and creative.

If you had to give one recommendation to an advertiser who wants to use performance marketing to achieve business results, what would it be?

Tied to what I said above, search is a consumer behavior, no longer a channel. Providing a good user experience is critical to success as brands have limited time and opportunity to engage consumers due to the fragmented environment and diminishing attention spans. If you’re not useful to a consumer, you’re not relevant. 

Share a fun fact about yourself.

I am the recipient of a Dunkin’ Donuts Black Card, and I don’t drink coffee.