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.
Name: Tarik Mughisuddin
Title: Managing Partner, Managing Director
How long have you worked at Catalyst: I have been at Catalyst/GroupM for over six years.
How long have you worked in digital and what type of clients have you worked on?
I have worked in digital for over 20 years. I’ve worked agency-side, client-side, and had my own start-up for a short period of time. I was doing display/banner ad campaigns and developing websites for clients at JWT in the late 90s. In terms of clients, I’ve worked on multiple verticals and brands in automotive, CPG, finance, healthcare, luxury jewelry, and alcohol.
How did you get your start in digital marketing?
I did a lot of relevant internships and jobs in college and was very interested in marketing as a student. Straight out of college, I started with a full-service advertising agency in Istanbul and shortly after, I moved over to J. Walter Thompson to work on an automotive client when Mindshare had been set-up in Europe. It was there where I got my first exposure to the WPP, media agencies, and digital marketing before I made my move back to the US.
What do you like most about working at Catalyst?
The culture and the people. The longevity of the employee population here creates a very warm and welcoming environment – even when virtual; we are like a family.
What has been your greatest achievement or success in digital marketing?
That is hard to choose! Whenever we (as a team) drive positive results for a client, i.e., sales go through the roof because of campaigns we have planned and executed, that what I consider success and greatest achievement.
In your opinion, what is the most important digital trend or change for 2021?
Because of all the uncertainties of the pandemic, brands should be preparing for hybrid solutions and experiences since it’s no longer just online, or just in-store. Consumers tend to enjoy the convenience of online, and social interactions of instore experiences and the pandemic accelerated ecommerce and online options. The option to easily shop and engage with the brands (big or small) online OR instore are equal and is true for most industries including education, retail, restaurants, automotive, alcoholic beverages, etc.
If you had to give one recommendation to an advertiser who wants to use digital, particularly Search or Social to achieve business results, what would it be?
Have your agency partners spend upfront time educating all stakeholders in your organization about the nuances and basics of each channel and how they work together, and independently, to drive results.
Share a fun fact about yourself.
I was a sports commentator briefly while living in Turkey. At the time a TV station there wanted to broadcast NFL games – for the first time in Turkey. However, they quickly realized that they needed somebody who knew the rules and could explain the game, albeit in Turkish for local viewers. It was a lot of fun, and today there is a huge American football/NFL following in Turkey.