Catalyx are consumer research specialists who harness the Power of the Crowd to build better brands worldwide.

Our team

Guy White

Guy White

Founder & Managing Director

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Guy White

Guy White

Founder & Managing Director

Guy founded Catalyx in 2012. Since then, he’s developed it into a multi award-winning consultancy – one instrumental in delivering positive change for clients such as P&G, the Red Cross and Ferring Pharmaceuticals. A marketer at the top of his game, Guy is a crowdsourcing authority and an expert on crowd-led innovation.

Tracey White

Tracey White

Research Director

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Tracey White

Tracey White

Research Director

Tracey has a broad range of experience within insights having previously held senior roles agency side, as well as doing it all herself with her own agency for more than a decade. She brings a blend of robust insight knowledge and blends this with a passion for innovative research techniques to constantly drive all our work forward.

Fiona McBride

Fiona McBride

Strategy and Innovation Director

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Fiona McBride

Fiona McBride

Strategy and Innovation Director

Fiona has spent over 20 years helping clients to make better decisions for their brands through innovation and brand strategy insights and consulting, and marketing mix analytics.  
A process improvement specialist, she leads the teams responsible for day to day delivery of consumer research projects and for ensuring clients receive the highest level of strategic insights and recommendations.
Andrew Reed

Andrew Reed

Head of Accounts

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Andrew Reed

Andrew Reed

Head of Accounts

Our American by way of Argentina and now based in Geneva, Andrew has more than 20 years of experience from Nielsen. Spanning various roles, analysis types, and regions. Andrew has built teams, led client
relationships, and developed new solutions. He's a huge fan of American football, particularly music, movies, ultimate frisbee (us neither) and travel.

Nicole Munsey

Nicole Munsey

Head of Accounts USA

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Nicole Munsey

Nicole Munsey

Head of Accounts USA

Based in Chicago, Nicole brings 15 years of agency-side consumer insights experience working as a trusted advisor to Fortune 500 companies across CPG and Durables sectors.  Nicole is committed to delivering thought leadership and strategic consulting guidance across brand development and innovation research.  Nicole brings a passion for connecting the dots across research projects and ensuring that consumer insights drive brand growth and lead to successful innovation launches.

Caterina Leoni

Caterina Leoni

Head of Operations

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Caterina Leoni

Caterina Leoni

Head of Operations

Caterina leads the team that ensures the smooth running of Catalyx projects and capabilities, all across the globe. She has extensive agency-side know-how and a passion for people-powered networks. She also heads up Catalyx’ events delivery team, and takes charge of the company’s influential Union Suisse events.

Deb Arnold

Deb Arnold

Account Director

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Deb Arnold

Deb Arnold

Account Director

Deb has over fifteen years of experience in strategic consulting and consumer insights. She has a passion for helping companies build their brands by bringing in the voice of consumers to drive better business decisions. Deb is based in Cincinnati to serve our FMCG clients across the US.

Lila Lemat

Lila Lemat

Account Director

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Lila Lemat

Lila Lemat

Account Director

Lila brings a rich blend of agency and client-side experience in consumer insights across multiple sectors and markets. Her focus at Catalyx as Account Director is on adding value to our clients by putting the consumer at the centre of every decision. Lila is based in Geneva, she speaks five languages and when out of office she is either skiing steep mountain slopes or kitesurfing in remote destinations.
Polina Blagoeva

Polina Blagoeva

Senior Strategist

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Polina Blagoeva

Polina Blagoeva

Senior Strategist

With 6 years at Ipsos under her belt, Polina loves digging into data and translating it into powerful insight. She's always passionate about building a meaningful and powerful strategy for our clients.

Denitsa Kostova

Denitsa Kostova

Strategist

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Denitsa Kostova

Denitsa Kostova

Strategist

Denitsa has spent more than 10 years in the marketing departments of companies such as Deloitte, Henkel and Novartis, helping them achieve outstanding results. She enjoys bringing new ideas to market and solving complex problems. She applies her interest in new technologies in designing innovative approaches for brands to build stronger relationships with their customers.

Katya Petrova

Katya Petrova

Strategist

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Katya Petrova

Katya Petrova

Strategist

A sociologist by education and at heart, Katya brings 7 years of research experience with her a senior quantitative research professional. Katya is passionate about discovering psychology and social models under consumer choices and using multiple sources of information and big data to identify really crucial insights.
 
Katrin Nikolova

Katrin Nikolova

Strategist

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Katrin Nikolova

Katrin Nikolova

Strategist

Katrin has 6 years of experience in Marketing Research, having worked in many different sectors. She admits she loves data is passionate about making data look compelling, exciting and most importantly actionable. She is also a student of the human mind and loves to hike and explore the outside world in her free time.

Kalina Vasileva

Kalina Vasileva

Junior Strategist

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Kalina Vasileva

Kalina Vasileva

Junior Strategist

 

Kalina graduated from Manchester Business School in 2015. She has 3 years experience as a research executive and project manager and is passionate about FMCG and brand strategy. She is driven by her desire for marketing analysis, solving problems and meeting client expectations. She loves to listen to diverse music genres, play badminton and indoor cycling. 

Wenwei Zhang

Wenwei Zhang

Digital Transformation Lead

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Wenwei Zhang

Wenwei Zhang

Digital Transformation Lead

By using our suite of capabilities, you can embed consumers deep into your innovation and creative development. You can understand them better. You can create products and services they want. You can persuade them to buy more, more often.

Orlin Stefanov

Orlin Stefanov

Project Manager

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Orlin Stefanov

Orlin Stefanov

Project Manager

Orlin has an experience in accounting, operations management and project management. In the past 10 years, he has worked in different industries including IT, banking and start-ups. He loves snowboarding, dogs and the great outdoors.

Martina Georgieva

Martina Georgieva

Project Manager

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Martina Georgieva

Martina Georgieva

Project Manager

Martina graduated with a MSc from Lancaster University in the UK in 2018. She has started her career with Catalyx supporting the Project Management team to ensure that everything is as seemless and frictionless for our clients as possible. She is passionate about nutrition and healthy lifestyle as well as creative DIY projects, puzzles and she loves to play pool.

Dimitra Pashanovska

Dimitra Pashanovska

Project Manager

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Dimitra Pashanovska

Dimitra Pashanovska

Project Manager

Dimitra has 3 years’ experience as a project manager in market research. Her motivation in her job comes from the dynamic environment and the endless opportunities that comes with it. Her passions are fiction books, travel and music.

Teodora Nacheva

Teodora Nacheva

Office & Culture Manager

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Teodora Nacheva

Teodora Nacheva

Office & Culture Manager

Teodora (Teddy) has over a decade of experience as a Translator, Interpreter, Office Manager and Executive Assistant in different industries. She loves making people happy and organising events, and as an "arty" person she is putting to bed the rumour that creative types can't be organised! She also loves to travel and to discover new things about places, people, food and culture.
Josie Shantonas

Josie Shantonas

Team Assistant

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Josie Shantonas

Josie Shantonas

Team Assistant

An administrative and office support specialist, Josie’s keeps the Catalyx cogs turning. She specialises in supporting ambitious organisations grow and establish the right processes along the way. She keeps the Catalyx team sane and lets us know the answers to problems before we have even seen them!

Anas Luzito Maboso

Anas Luzito Maboso

Finance & Accounts

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Anas Luzito Maboso

Anas Luzito Maboso

Finance & Accounts

Anas is a specialist in business administration, new company creation, accounting, tax, VAT and coaching for business management. He ensures Catalyx financials remain ship shape and keeps the money flowing through the system as well as advising us on business structure, HR processes and payroll.

Some of our clients