Build Consistent Demand
without sacrificing your capacity or ethics
You were born human. You became a brand.
And then...
You found yourself having to choose between the two.
I help founders who sell insight build consistent demand using behavioral economics instead of life-draining sleazy tactics.
Together, we find marketing that works for your business model, your mindset, your capacity, your values. For the human inside.
Past Clients
Strategy for All Your Life's Seasons
Here's the thing about entrepreneurship: it has to sustain your real life.
Otherwise, you've just traded an outside employment system for a boss you really, really don't want to let down.
The stakes feel so high that it becomes much harder to put boundaries with yourself than it ever was with your employer.
And the clash between what you think you "should" be doing and what you can actually do becomes hard to bear.
I should know.
This was me some 2 years ago.
Like you...
I thought entrepreneurship would mean more impact.
I thought I would have more freedom to work with my ADHD, depression, panic attacks.
And then I experienced... success (boo).
Writing for TikTok Romania's Christmas campaign.
Running 6-figure client launches in 2022 and 2023.
The results & recognition hijacked my sense of self.
The online noise got louder than the science I knew to be true.
I ended up turning my business into a new hamster wheel, just one studded with fancier treats.
Until I got a reality check.
My performative pursuit of "success" had eroded what it was meant to support - myself & my community.
I went into a burnout that took me nearly 1 year to recover from.
I Got Scared.
Then I Got Mad.
Mad scientist mad.
I decided to stop following online guru playbooks and start applying what I actually knew.
17 years of behavioral economics.
Research on how humans really decide, act, buy, commit.
The irony? I'd been helping clients use this science for years.
But when it came to my own business, I'd let the noise make me second guess everything I once trusted.
Certifications
So I rebuilt.
Using strategies that work within human biology instead of asking it to step aside.
Now I help founders who sell insight do the same.
I call it Mad Science.
(because you gotta be a tad mad to stay human amidst dystopia)
It's the science of making selling and buying easier on the nervous system. Of marketing without building a performative identity.
How I Use Mad Science to Help You Win
I diagnose what's actually blocking demand for your offers.
Then I outline marketing strategies or tactical plays to help your audience see the value in your offers & take action.
Finally I hand-hold you & your team while you implement them.
The North Star for this process:
Marketing that works AND doesn't require you to override your humanity.
Because high-impact and high-skill don't imply high-capacity.
And let's face it - you and I - we know that already.
Packages Based on Your Reality:
"I'm sick of learning without implementing"
Focus: Building demand systems that deliver strong outcomes through gentle means.
Your Reality:
You're tired of stops and starts in your marketing.
You know what you've been doing so far is a one-way train to burnout, but you don't know what to replace it with.
You need systems customized to your reality - not another framework to implement without guidance.
The Human-Centered Answer:
The Demand Nation - a monthly membership where we actually build the systems together.
Every 3 weeks, we implement one functional design piece in your business to build demand in a scientific way.
You leave with systems running, not just knowledge waiting to be executed on.
Best for:
Solopreneurs who sell insight (coaching, consulting, courses, service-based or strategy-based services) AND refuse to sacrifice well-being for business growth.
"I need someone to help me steer, not just execute"
Focus: Deep capacity-centered transformation of your entire marketing ecosystem.
Your Reality:
You're ready to stop competing on price and build sustainable demand.
You need someone to help you steer your business, not just execute tactics.
You want a partner who understands the science, the intuition, AND the reality of your resources.
The Human-Centered Answer:
CMO in Residence - I become your fractional Chief Marketing Officer for 6-12 months.
We redesign your positioning, offers, and customer journey to leverage your strengths and adapt to your constraints.
We build a marketing ecosystem that delivers even when you are running below 50%.
Best for:
Founders ready for an inside-out transformation of their business model or marketing strategy AND willing to focus their efforts to build a sustainable demand system.
How I Determine What We Test & Implement
To figure out which marketing tactics are most effective...
I've looked at:
how Video Games keep us leveling up,
how Pharma increases painkiller effectiveness,
and even how Casinos make us discount the value of our money (yuk)...
I've gone through hundreds of research findings, then I asked myself...
How can we use this to sell a coaching package?
To incentivize course completion?
To reduce membership churn?
I creatively adapted successful experiments into tactical plays which I now implement with clients or in my own business.
Experiment ALONG WITh me On substack
Business with a Healing Brain
I write about building business systems around your actual life.
Mindset. Ethics. Capacity constraints.
And once a month, I send an update on all things Cathy.
Some are polished advice, some are merely working notes.
Capacity Crisis
Pivoting Package
with Stephanie (mindset coach)
with Nicole (systems expert)
If you're rebuilding your business after a major capacity shift ...
ND diagnosis
health changes
caregiving
burnout
... we offer a 6-month package (pricing details on inquiry) that combines marketing strategy with mindset support and systems building.
Best for: Founders pivoting to a business model that honors their reality, who need multi-layered support through the rebuilding process.
— look mom, I'm famous —
What Past Clients Say
"Cathy will come back to me with the most amazing strategy and outside-the-box thinking. She helped me see what my audience is telling me, as opposed to me guessing. She validated which of my big ideas are not only needed... but WANTED."
Patrice Poltzer
Video Storytelling Coach & SaaS Founder
"Her process is impeccable. Thorough initial analysis, data-based decisions along the way, perfect organization, timing and project management. All that combined expectedly leads to an amazing result."
Maksim Matrenitckii
CEO of Cyberian Mine GmbH
"I was in the middle of a massive rehaul of my business. I was so close to it and couldn't quite fit all the pieces. I'd invested thousands in coaches and containers and it fell short because they couldn't understand my vision. Cathy understood my vision so deeply in such a unique and powerful way."
Vivian McKenzie
Embodied Visibility Coach
"Cathy looked at website data, email data and figured out ways to improve. I finally feel like I can effectively communicate and connect with my customers! Her mix of creativity and analytics is a winning combination."
Laura Beck
Founder of LottoLove
"Knowledgeable, kind, always listening. A wordsmith extraordinaire with a strategic mind for designing funnels and writing copy and a stunning work ethic."
Ioana Stepanov
Brand Strategist & Agency Founder
"My website copy lacked the necessary vibrancy to properly showcase the romantic and magical nature of beach weddings. Cathy has enhanced the overall user experience and led to tangible business growth. "
Ramona Macovei
Destination Wedding Designer & Planner
"Cathy was an absolute godsend for my business! She helped me realize why my website wasn’t converting. I knew already that her copywriting skills were off the charts as I had seen the results of her other clients, but what really impressed me was her strategic approach. "
Wiebke Uhlendorf
AI Consultant | Co-Founder & Creator of MyStoryPro AI
"As an ADHDer who isn’t consistent or methodical, I needed someone who could come alongside my work and follow thru where I can’t. Cathy comes with all the strategy and copy support that I’d been on the lookout for for the last several years, and I’m so grateful to be seeing the forward movement that I’ve always dreamed of."
Stephanie Galindo
Life Quality Coach for ADHD Women
"Catalina was the best choice for our project. We launched a TikTok Christmas campaign with one hero-asset: a cover song of a classic: „Santa Baby”. A song encouraging Santa to stay home and safe in 2020, performed by famous Romanian artists. She responded instantly, and she delivered flawlessly."
Miruna Dumitrescu
Group Creative @ Publicis Romania
You Can Build Consistent Demand
without Sacrifice
You just have to find the right strategies.
And I won't lie -- it won't be straightforward.
It's not a hole-in-one.
It's a process.
A process of building the business you need to protect your capacity and nourish your humanity.
Let's figure out what that looks like for you.
Together on three.
Frequently Asked Questions
What if I need execution help, beyond strategy?
I can connect you with trusted partners for execution (copywriters, designers, tech implementers) or I can guide you in executing yourself. The retainer includes helping you coordinate execution support.
Can I do async-only or do we need calls?
I love async and can do mostly async if that works better for your brain. Most retainer clients do 1-2 calls per month + ongoing async support. We figure out what rhythm works for you.
What does "behavioral science" actually mean... like in practice?
I use principles from behavioral economics and cognitive psychology to understand why people make decisions and how to remove friction between their values and actions. Less pressure tactics, more understanding what actually drives behavior.
How long does it take to see results?
Depends on what we're testing and your implementation capacity. Some things show up in weeks (referral systems, conversion optimization). Others take months (audience building, brand positioning). We optimize for sustainable growth, not quick wins that burn you out.
Featured Projects
Our portfolio showcases the diverse projects we’ve worked on, each crafted with precision and passion. We believe in creating tailored solutions that align with our clients' visions and goals. Explore the projects below to see how we turn concepts into impactful results.
Website Redesign
We revamped a major retail brand’s website to enhance user experience and drive conversions. The redesign focused on intuitive navigation and a seamless shopping experience, boosting customer engagement and sales.
The new design integrated modern aesthetics with functional e-commerce tools, resulting in a user-friendly interface and increased customer retention.
— Hannah James
Product Lead
Social Media Strategy
Our strategy helped a start-up build a robust social media presence, increase engagement, and reach their target audience effectively. We created a content plan that resonated with their brand values and audience.
Through targeted campaigns and consistent branding, we saw measurable growth in followers, interactions, and conversions, leading to enhanced brand awareness.
— Adam Smith
Marketing Director
SEO Optimization
We boosted a corporate client’s online visibility by implementing a comprehensive SEO strategy. By focusing on keyword optimization and technical SEO, we helped increase organic traffic and search engine rankings.
The SEO improvements led to a significant increase in site visits, generating higher-quality leads and positioning the client as a leader in their industry.
— Mark Nelson
Marketing Director
