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: Melissa Frank
Title: Senior Partner, Global Social Lead
How long have you worked at Catalyst?
I have worked at GroupM/Catalyst for six years.
How long have you worked in digital and what type of clients have you worked on?
I’ve worked in digital for my whole career. I started out in paid search in 2009, and eventually transitioned into paid social. I’ve had the opportunity to work across some of the top brands across pretty much every industry including retail, CPG, B2B, finance, pharma, auto, entertainment, tech, and travel.
How did you get your start in digital?
In the early days of paid social, I had the opportunity to start buying on social as it fell into biddable media. I immediately took an interest in the fast pace and evolving nature of the industry. Social is dynamic and actionable.
What do you like most about working at Catalyst?
I joined this agency within the GroupM family because of the people and the team. The digital performance team for one of our logistics and shipping clients has some of the smartest, hardest working, and greatest people I’ve had the chance to work with at my tenure at GroupM and at previous agencies.
What has been your greatest achievement or success in digital?
The opportunity I have had to help shape, make an impact, lead and have a voice in the evolving industry. I have worked with my brands to innovate and drive first to market opportunities, including launching one of the first video ads on Facebook to drop new trailers for films, building measurement learning agendas, driving tune in and organic trends, building lens, integrating other forms of digital media, and of course, driving results.
In your opinion, what is the most important search trend or change for 2021?
Social commerce and currency will continue to drive the marketplace. While this is not a new trend for paid social, what we experienced last year has put us on a path that has accelerated its already fast trajectory for adoption and evolution.
If you had to give one recommendation to an advertiser who wants to use search or social marketing to achieve business results, what would it be?
Authenticity and transparency will be paramount for brands and platforms.
Share a fun fact about yourself
I’m an identical twin and a new mom to the happiest baby girl.