A creative
culture of
marketing
mavens.
Our Values
A look behind
the scenes.
At Catalyst, we see ourselves as a strategic partner to each of our clients, and working together with you to create marketing strategies that help you meet your goals is what drives us. We are motivated by a few core values — integrity, intelligence, passion, mojo, and most of all, empathy. As a result, we are on a mission to create and promote brands that foster community and add value to people’s lives. That value starts right here, with your team and ours, each and every day. We do what we do because we love it, from start to finish, and we strive to show it with every interaction.
OUR AWARDS
Proven marketing
excellence.
Meet the team
We are agents
of change.
Our in-house team of real estate and marketing experts has worked with companies in a variety of verticals, including Fortune 500 and Fortune 1000 companies, giving us the experience and proficiency to take on any marketing challenge with a hands-on approach and an eye toward results.
Christy McFerren
President
Christy is the President of Catalyst, a division of Campus Advantage and a full-service marketing agency specializing in student housing, multifamily, and senior living. In addition to serving as the head of Catalyst, Christy is on the Executive Leadership Team of Campus Advantage and a National Board member for Shelters to Shutters. Her single focus from all perspectives is on driving value for her clients’ owned and managed assets through innovative, results-oriented marketing. With more than two decades of experience as a marketing strategist, creative thinker, and people leader, Christy drives Catalyst forward as a team unified by one mission: to create and promote brands that foster community and add value to people’s lives. During her time at Catalyst, the agency has been recognized for its marketing effectiveness by industry wins from The Communicator Awards, the MarCom Awards, the W3 Awards, IAC, and more.
In addition to serving clients, Christy believes the duty of leadership is equally defined by a responsibility to establish cultural excellence and healthy team relationships. In collaboration with her team, she has codified Catalyst’s Gold Standard principles to serve as both an internal creed and an external brand promise.
Outside the office, she is happiest sailing with friends from the Austin Yacht Club, cheering on Austin FC or the Mercedes AMG F1 team, and just generally spending time with her husband Dan, son Leo, and their three dogs, Ruby, Opal, and Daisy.
Christy attended the Art Institute of Dallas and also holds an MBA in Finance and Economics from Regent University.
Thomas Demiranda
Vice President of Business Development
Thomas brings a decade of experience tailoring solutions to his clients’ specific business challenges. For the past five years, he has focused his strategic and creative thinking on the multifamily, student housing, senior living, commercial, and residential real estate marketing industry. Thomas is a subject matter expert in branding and identity, traditional marketing, digital marketing and advertising, and emerging marketing trends.
With a client roster of more than 100 clients with multiple solutions per client, he has seen and solved for almost every scenario imaginable in the real estate space. Backed by an award-winning and decades-experienced team of marketing professionals, Thomas’ consultative sales approach yields long-lasting, productive, and enjoyable partnerships. When Thomas is not talking marketing, he’s talking watches, or he can be found with his wife and two daughters enjoying life out on the town in Austin, Texas.
What inspires you?
That satisfaction I enjoy after earning a client’s business. Victory, oh you taste so sweet!
Favorite quote?
“Only Christ is the whole of man’s happiness; the sun to enlighten him, the physician to heal him, the wall of fire to defend him, the friend to comfort him, the pearl to enrich him, the ark to support him, the rock to sustain him under the heaviest pressures.” — Isaac Ambrose
Last book you read?
Chronicles: Volume One by Bob Dylan
Favorite place in the world?
Rio de Janeiro is a lively place with distinct beauty. The way the mountains, beach, and city interpose is magical. It’s a sight to see!
Best meal you’ve ever had?
Oysters! Once I flew in a private jet with my former boss on a business trip, and we had to land because of lack of cabin air. That misery turned into joy when we went to Cristiano Ristorante in Houma, Louisiana, and I had the best oysters of my life!
Katie Degutis
Vice President of Operations
As Vice President of Operations, Katie brings more than a decade of experience in student and multifamily housing to her role. Hired to Catalyst in May 2014, Katie has held numerous roles, including Copywriter, Senior Project Manager, and most recently, Director of Operations. Everything Catalyst’s mission leads to flows through Katie’s oversight and process design in some way. Whether we’re driving leads through campaigns or serving clients in multifamily or senior living, her fingerprint and love for excellence have shaped it toward success. In addition to designing our workflows and associated systems, Katie has also stepped into a financial role, overseeing the billing and collection of revenue, and producing financial analysis and reports to help ensure Catalyst is a thriving part of our organization. A role model for our Gold Standard and our values to all, Katie also keeps us light-hearted and laughing at just the right times. When Katie’s not making everything better at work, you can find her enjoying her passion for travel to wherever her heart leads her next.
What inspires you?
Travel
Favorite quote?
“Que sera, sera.”
Last book you read?
All the Missing Girls — I’m a sucker for anything touted as the next Gone Girl.
Favorite place in the world?
Can I pick the world? I have visited 32 different countries, and I can’t wait to add more to that list.
Favorite family tradition?
Easter baskets and Christmas stockings — most people think you outgrow them, but at the Degutis house, they’ll always be a staple!
Melissa Henley
Vice President of Client Strategy
Melissa serves as the Vice President of Client Strategy and oversees a team of account managers to ensure the ultimate in customer service. From a previous role as a Digital Marketing Strategist, Melissa’s intelligence and strategic approach to digital marketing have been a key factor in many clients’ success. During her first five years, Melissa was responsible for obtaining Google and Facebook certifications and partnerships that continue to support every client’s digital marketing strategy to make the most of every advertising dollar.
In the past two years, Melissa transitioned to Director of Client Services and has actualized her vision of building a certified team of digital account managers and brand managers. In addition to continuing to hold her own accounts, Melissa models our values and supports our amazing account team in upholding Gold Standard excellence with our client partners. When Melissa’s not impressing us with her marketing prowess, she’s living a dazzling life on the slopes of Aspen or wherever her travels take her next.
What inspires you?
Trying something new!
Favorite quote?
“Count your age by friends, not years. Count your life by smiles, not tears.” — John Lennon
What’s your favorite car karaoke jam?
“Rocket Man” by Elton John
Favorite family tradition?
Pierogies on Christmas Eve
Favorite movie?
The Departed
Lauren Goodman
Creative Director
As Creative Director, Lauren oversees the brand strategy and design direction for all Catalyst clients. Since 2014, she has overseen dozens of integrated marketing campaigns across print, digital, TV, social, and emerging mediums, as well as more than 300 branding projects in the real estate space. Lauren works closely with both the creative and interactive teams to deliver effective, eye-catching campaigns and collateral for Catalyst’s student, multifamily, and commercial clients. In her work at Catalyst, Lauren has also developed the tones and visual appeal for multiple corporate brands. Whether it’s a business card or a billboard, it’s her goal to always deliver strategic, well-crafted, and emotionally resonant creative work.
What inspires you?
’80s power ballads
Favorite quote?
“Life begins at the end of your comfort zone.” — Neale Donald Walsch
What’s your favorite car karaoke jam?
“Hold On” by Wilson Phillips
Best meal you’ve ever had?
Nothing beats the Goodnight burger at Hopdoddy — especially with an Austin Beerworks Fire Eagle.
Favorite movie?
It’s a two-way tie between Back to the Future and anything directed by John Hughes.
Daniel Russo
Technical Director
Daniel is the Technical Director for Catalyst, overseeing our interactive department. In addition to developing websites, Daniel works closely with a team of developers and our search engine optimization (SEO) specialist to deliver beautiful websites combined with an excellent user experience. His goal is to always surprise and delight, using his nerd magic to turn tons of aggregated data into valuable intel. In his time at Catalyst, Daniel has helped manage the launch of more than 50 websites for our clients, while simultaneously developing dashboards for clients to see live data results at the touch of a button.
What inspires me?
Making life easier for our team, and going to the beach.
Favorite quote?
“Many of us would probably be better fishermen if we did not spend so much time watching and waiting for the world to become perfect.” — Norman Maclean, A River Runs Through It
Last book you read?
Tree of Smoke by Denis Johnson
Who inspires you?
My grandparents
Favorite place in the world?
Provo, Turks and Caicos
Ben Koester
Director of Digital Strategy
Ben leads the development and management of integrated digital media plans, working alongside both our internal team and clients to consistently strategize and elevate performance.
What inspires you?
Big #sports fan. Especially Detroit and Michigan State teams!
Favorite quote?
“Pressure is a privilege.”
What are you currently watching on Netflix?
Seinfeld reruns – this will always be applicable!
Best concert you ever attended?
Kendrick Lamar’s Damn Tour or any show I’ve seen at Red Rocks.
What did you want to be when you grew up?
An NBA player!
Allison Mussoline
Brand Strategy Manager
Allison is responsible for managing and supporting day-to-day relationships with key client contacts for strategic direction and management of brand-related projects, including website launches, brand guides, naming and logos, and more.
What inspires you?
The onset of a new beginning, challenge, or friendship
Favorite quote?
“If it is right, it happens — the main thing is not to hurry. Nothing good gets away.” — John Steinbeck
Best meal you’ve ever had?
The Carne Paella at Socarrat Nolita
Favorite place in the world?
It’s a tie between Florence, Italy, and New York City.
What are you currently watching on Netflix?
The Office and Parks and Recreation reruns all day!
Patsy Muniz
Operations Manager
Patsy is responsible for working with the production team to navigate project schedules and manage team member bandwidth, as well as communicating deadlines with the client services team to ensure projects are delivered in a specified time frame.
What inspires you?
My three nieces ignite and inspire me to be a role model for them. The possibilities of what they can do are endless, and I hope they will always feel that way.
Favorite quote?
“You’ve always had the power, my dear, you just had to learn it yourself.” — The Wizard of Oz
Last book you read?
The Secret History by Donna Tartt
Favorite family tradition?
Saturday morning pancakes. We had these most Saturdays growing up, and now, whenever we are all in the same city, we keep this tradition alive. The Aguilar Special is a pancake topped with peanut butter, bananas, whipped cream, and syrup.
Best concert you ever attended?
Jazz Fest in New Orleans in 2013. We saw sets from B.B. King, Billy Joel, John Mayer, etc.
Mark Renkens
Brand Strategist
If your property has reviews, Mark is reading them. His primary objective is to make sure everyone online accurately sees that you care about your property’s reputation and those who live there.
What inspires you?
A good movie. Like, a really good movie.
Favorite quote?
“If my fear has kept me here, only my fear can set me free.” — Jordan Dreyer
What’s your favorite car karaoke jam?
“Logan to Government Center” by Brand New
Favorite place in the world?
Disney’s Hollywood Studios at night during Christmastime.
Best concert you ever attended?
Death Cab for Cutie in 2008
Amber Pasquarelli
Visual Designer
Amber’s love for typography and all things layout related allows her to create innovative and compelling designs for a wide portfolio of clients. From social media graphics to branding and identity work, every project gives her the ability to express creative freedom.
What inspires you?
A really good color palette.
Favorite quote?
“Make it simple, but significant.” — Don Draper
What are you known for?
My obsession with conspiracy theories.
Best concert you ever attended?
Shinedown. They genuinely know how to engage and keep the audience alive.
What are you currently watching on Netflix?
Down to Earth with Zac Efron. I am always intrigued to learn more after every episode.
Steven Jetton
Web Design/Developer
Steven’s job is to solve digital problems. With a touch of this and that, he makes digital platforms work like they are supposed to. By taking world-class designs and world-class copy from his team, he transforms it into world-class websites.
What inspires you?
The truth.
Favorite quote?
“How long should you try? Until.” — Jim Rohn
What’s your favorite car karaoke jam?
“Livin’ on a Prayer” by Bon Jovi
Last book you read?
Atomic Habits by James Clear
Favorite movie?
Mulan (2020)
What would your autobiography be called?
An Identity-Driven Life
Christy McFerren
President
Christy is the President of Catalyst, a division of Campus Advantage and a full-service marketing agency specializing in student housing, multifamily, and senior living. In addition to serving as the head of Catalyst, Christy is on the Executive Leadership Team of Campus Advantage and a National Board member for Shelters to Shutters. Her single focus from all perspectives is on driving value for her clients’ owned and managed assets through innovative, results-oriented marketing. With more than two decades of experience as a marketing strategist, creative thinker, and people leader, Christy drives Catalyst forward as a team unified by one mission: to create and promote brands that foster community and add value to people’s lives. During her time at Catalyst, the agency has been recognized for its marketing effectiveness by industry wins from The Communicator Awards, the MarCom Awards, the W3 Awards, IAC, and more.
In addition to serving clients, Christy believes the duty of leadership is equally defined by a responsibility to establish cultural excellence and healthy team relationships. In collaboration with her team, she has codified Catalyst’s Gold Standard principles to serve as both an internal creed and an external brand promise.
Outside the office, she is happiest sailing with friends from the Austin Yacht Club, cheering on Austin FC or the Mercedes AMG F1 team, and just generally spending time with her husband Dan, son Leo, and their three dogs, Ruby, Opal, and Daisy.
Christy attended the Art Institute of Dallas and also holds an MBA in Finance and Economics from Regent University.
Thomas Demiranda
Vice President of Business Development
Thomas brings a decade of experience tailoring solutions to his clients’ specific business challenges. For the past five years, he has focused his strategic and creative thinking on the multifamily, student housing, senior living, commercial, and residential real estate marketing industry. Thomas is a subject matter expert in branding and identity, traditional marketing, digital marketing and advertising, and emerging marketing trends.
With a client roster of more than 100 clients with multiple solutions per client, he has seen and solved for almost every scenario imaginable in the real estate space. Backed by an award-winning and decades-experienced team of marketing professionals, Thomas’ consultative sales approach yields long-lasting, productive, and enjoyable partnerships. When Thomas is not talking marketing, he’s talking watches, or he can be found with his wife and two daughters enjoying life out on the town in Austin, Texas.
What inspires you?
That satisfaction I enjoy after earning a client’s business. Victory, oh you taste so sweet!
Favorite quote?
“Only Christ is the whole of man’s happiness; the sun to enlighten him, the physician to heal him, the wall of fire to defend him, the friend to comfort him, the pearl to enrich him, the ark to support him, the rock to sustain him under the heaviest pressures.” — Isaac Ambrose
Last book you read?
Chronicles: Volume One by Bob Dylan
Favorite place in the world?
Rio de Janeiro is a lively place with distinct beauty. The way the mountains, beach, and city interpose is magical. It’s a sight to see!
Best meal you’ve ever had?
Oysters! Once I flew in a private jet with my former boss on a business trip, and we had to land because of lack of cabin air. That misery turned into joy when we went to Cristiano Ristorante in Houma, Louisiana, and I had the best oysters of my life!
Katie Degutis
Vice President of Operations
As Vice President of Operations, Katie brings more than a decade of experience in student and multifamily housing to her role. Hired to Catalyst in May 2014, Katie has held numerous roles, including Copywriter, Senior Project Manager, and most recently, Director of Operations. Everything Catalyst’s mission leads to flows through Katie’s oversight and process design in some way. Whether we’re driving leads through campaigns or serving clients in multifamily or senior living, her fingerprint and love for excellence have shaped it toward success. In addition to designing our workflows and associated systems, Katie has also stepped into a financial role, overseeing the billing and collection of revenue, and producing financial analysis and reports to help ensure Catalyst is a thriving part of our organization. A role model for our Gold Standard and our values to all, Katie also keeps us light-hearted and laughing at just the right times. When Katie’s not making everything better at work, you can find her enjoying her passion for travel to wherever her heart leads her next.
What inspires you?
Travel
Favorite quote?
“Que sera, sera.”
Last book you read?
All the Missing Girls — I’m a sucker for anything touted as the next Gone Girl.
Favorite place in the world?
Can I pick the world? I have visited 32 different countries, and I can’t wait to add more to that list.
Favorite family tradition?
Easter baskets and Christmas stockings — most people think you outgrow them, but at the Degutis house, they’ll always be a staple!
Melissa Henley
Vice President of Client Strategy
Melissa serves as the Vice President of Client Strategy and oversees a team of account managers to ensure the ultimate in customer service. From a previous role as a Digital Marketing Strategist, Melissa’s intelligence and strategic approach to digital marketing have been a key factor in many clients’ success. During her first five years, Melissa was responsible for obtaining Google and Facebook certifications and partnerships that continue to support every client’s digital marketing strategy to make the most of every advertising dollar.
In the past two years, Melissa transitioned to Director of Client Services and has actualized her vision of building a certified team of digital account managers and brand managers. In addition to continuing to hold her own accounts, Melissa models our values and supports our amazing account team in upholding Gold Standard excellence with our client partners. When Melissa’s not impressing us with her marketing prowess, she’s living a dazzling life on the slopes of Aspen or wherever her travels take her next.
What inspires you?
Trying something new!
Favorite quote?
“Count your age by friends, not years. Count your life by smiles, not tears.” — John Lennon
What’s your favorite car karaoke jam?
“Rocket Man” by Elton John
Favorite family tradition?
Pierogies on Christmas Eve
Favorite movie?
The Departed
Lauren Goodman
Creative Director
Lauren’s job is to craft great brands — and then echo those personalities in each piece of collateral she creates, from print to digital and everything in between. Whether it’s a business card or a billboard, it’s her goal to always deliver eye-catching, effective messaging and visuals.
What inspires you?
’80s power ballads
Favorite quote?
“Life begins at the end of your comfort zone.” — Neale Donald Walsch
What’s your favorite car karaoke jam?
“Hold On” by Wilson Phillips
Best meal you’ve ever had?
Nothing beats the Goodnight burger at Hopdoddy — especially with an Austin Beerworks Fire Eagle.
Favorite movie?
It’s a two-way tie between Back to the Future and anything directed by John Hughes.
Daniel Russo
Technical Director
Daniel specializes in formulating, executing, and monitoring strategies to create user experiences that give search engines the warm fuzzies. He uses his nerd magic to turn tons of aggregated data into valuable intel.
What inspires me?
Making life easier for our team, and going to the beach.
Favorite quote?
“Many of us would probably be better fishermen if we did not spend so much time watching and waiting for the world to become perfect.” — Norman Maclean, A River Runs Through It
Last book you read?
Tree of Smoke by Denis Johnson
Who inspires you?
My grandparents
Favorite place in the world?
Provo, Turks and Caicos
Ben Koester
Director of Digital Strategy
Ben leads the development and management of integrated digital media plans, working alongside both our internal team and clients to consistently strategize and elevate performance.
What inspires you?
Big #sports fan. Especially Detroit and Michigan State teams!
Favorite quote?
“Pressure is a privilege.”
What are you currently watching on Netflix?
Seinfeld reruns – this will always be applicable!
Best concert you ever attended?
Kendrick Lamar’s Damn Tour or any show I’ve seen at Red Rocks.
What did you want to be when you grew up?
An NBA player!
Allison Mussoline
Brand Strategy Manager
Allison is responsible for managing and supporting day-to-day relationships with key client contacts for strategic direction and management of brand-related projects, including website launches, brand guides, naming and logos, and more.
What inspires you?
The onset of a new beginning, challenge, or friendship
Favorite quote?
“If it is right, it happens — the main thing is not to hurry. Nothing good gets away.” — John Steinbeck
Best meal you’ve ever had?
The Carne Paella at Socarrat Nolita
Favorite place in the world?
It’s a tie between Florence, Italy, and New York City.
What are you currently watching on Netflix?
The Office and Parks and Recreation reruns all day!
Patsy Muniz
Operations Manager
Patsy is responsible for working with the production team to navigate project schedules and manage team member bandwidth, as well as communicating deadlines with the client services team to ensure projects are delivered in a specified time frame.
What inspires you?
My three nieces ignite and inspire me to be a role model for them. The possibilities of what they can do are endless, and I hope they will always feel that way.
Favorite quote?
“You’ve always had the power, my dear, you just had to learn it yourself.” — The Wizard of Oz
Last book you read?
The Secret History by Donna Tartt
Favorite family tradition?
Saturday morning pancakes. We had these most Saturdays growing up, and now, whenever we are all in the same city, we keep this tradition alive. The Aguilar Special is a pancake topped with peanut butter, bananas, whipped cream, and syrup.
Best concert you ever attended?
Jazz Fest in New Orleans in 2013. We saw sets from B.B. King, Billy Joel, John Mayer, etc.
Mark Renkens
Brand Strategist
If your property has reviews, Mark is reading them. His primary objective is to make sure everyone online accurately sees that you care about your property’s reputation and those who live there.
What inspires you?
A good movie. Like, a really good movie.
Favorite quote?
“If my fear has kept me here, only my fear can set me free.” — Jordan Dreyer
What’s your favorite car karaoke jam?
“Logan to Government Center” by Brand New
Favorite place in the world?
Disney’s Hollywood Studios at night during Christmastime.
Best concert you ever attended?
Death Cab for Cutie in 2008
Amber Pasquarelli
Visual Designer
Amber’s love for typography and all things layout related allows her to create innovative and compelling designs for a wide portfolio of clients. From social media graphics to branding and identity work, every project gives her the ability to express creative freedom.
What inspires you?
A really good color palette.
Favorite quote?
“Make it simple, but significant.” — Don Draper
What are you known for?
My obsession with conspiracy theories.
Best concert you ever attended?
Shinedown. They genuinely know how to engage and keep the audience alive.
What are you currently watching on Netflix?
Down to Earth with Zac Efron. I am always intrigued to learn more after every episode.
Steven Jetton
Web Design/Developer
Steven’s job is to solve digital problems. With a touch of this and that, he makes digital platforms work like they are supposed to. By taking world-class designs and world-class copy from his team, he transforms it into world-class websites.
What inspires you?
The truth.
Favorite quote?
“How long should you try? Until.” — Jim Rohn
What’s your favorite car karaoke jam?
“Livin’ on a Prayer” by Bon Jovi
Last book you read?
Atomic Habits by James Clear
Favorite movie?
This Is Spinal Tap
What would your autobiography be called?
An Identity-Driven Life
It's time to have a connection with your marketing agency.
When it comes to marketing companies, good isn’t enough anymore. What used to set agencies apart a few years ago — transparency, trends, target audiences, and top-notch creative — are just table stakes now. At Catalyst, we’ve proven that thriving relationships and firm values drive the best results for our clients. That’s why we’ve developed the Gold Standard — a collection of core values and customer service standards that serve as the foundation for every decision we make.