About Catalitca

Catalitca is a boutique commercial advisory firm. We work with founders, executive teams, and PE operating partners on the commercial questions that don't fit a standard playbook — modernizing go-to-market, building partner ecosystems, integrating commercial organizations after acquisition, and aligning marketing, sales, and finance around a single growth model.

The firm was founded by Andrew Strother and Jennifer Sunshine, both senior commercial operators with two decades each in industrial and B2B enterprise. Andrew built his career in industrial digital transformation — commercial leadership at GE Transportation (now Wabtec) and Kaleris (Accel-KKR), with deep work in ports, rail, supply chain, and mining. Jennifer built hers in enterprise marketing transformation — global marketing leadership at Schneider Electric, AIG, and GE Power & Water, and eight years founding and running Sunshine Digital Consulting. They started Catalitca to do the work they most enjoyed in operating roles, with the kinds of clients they most respected.

How we think about the work

A few beliefs shape how Catalitca engages.

Commercial problems are structural, not motivational.

Most stuck revenue situations aren't a sales effort problem or a marketing creativity problem — they're a structure problem. The wrong org design, the wrong incentive model, the wrong partner architecture, the wrong handoffs between marketing and sales. We work on the structure first.

Senior operators do senior work.

Our engagements are led by the partners. We don't staff junior consultants on senior problems and call it leverage. If a client is paying for our judgment, they get our judgment, not someone learning to develop theirs.

Partner ecosystems are how modern B2B scales.

Direct sales alone has stopped being enough for most enterprise platforms. The companies that scale efficiently build deliberate ecosystems — OEMs, system integrators, technology partners, financial partners — and design commercial models that make those ecosystems work. This is one of the firm's areas of distinctive depth.

We work selectively.

We take on engagements where the problem is substantive, the stakeholders are committed, and the work matches our partners' operating experience. The firm is built to do excellent work for a small number of clients at a time, not to scale headcount.