Policastro joined TPN in 2016 as Vice President, Planning and Insights, focused on the client Bank of America. She was promoted to Managing Director, Head of Strategy and Knowledge in 2018. In this role, she focused on talent development, implemented the use of new data sources to cultivate knowledge and championed new approaches to create better moments of connection with consumers and buyers. Most recently, she oversaw the Strategy and Analytics team during one of its most critical times, helping customers navigate the unexplored retail experience and rapidly change consumer behaviors resulting from the global pandemic.
“TPN is all about creating connected customer experiences for the world’s most iconic brands, and Cheryl’s expertise in analytics and insights, brand management and customer marketing has helped deliver on this promise for our customers. client partners ”, declared Sharon love, Managing Director of TPN. “She led the strategic load as COVID-19 drastically changed the retail landscape, navigating what it meant for TPN and our customer partners. Her unwavering leadership has enabled our team to be proactive and adaptive. during a time of great change, and she works and leads with empathy, respect and drive, which are at the heart of our TPN soul. ”
As a CSO, Policastro will continue to elevate the company’s agile approach, resources and capabilities to ensure the team can create and connect seamless brand experiences that evolve as the market evolves. She will work with the executive team to prioritize TPN’s strategic vision and work across functions to implement and execute those strategies, balancing speed and quality. Policastro will also partner with TPN’s growth team to identify ways to grow and grow the company’s business and offerings.
“TPN has always been focused on making the purchase, but the way we do it during this time of transformation requires innovative thinking, evolving skills and an enhanced creative and collaborative approach,” Policastro said. “As a CSO, I will focus on putting in place the right processes and practices for proactive adaptation in this dynamic environment. It has never been more important to operate from a place of empathy, using data to stay agile and focused, and employing – a thoughtful view of how people live and interact with brands. We will continue to elevate our human approach to inspire TPN associates across all functions and to help design innovative experiences that deliver results. ”
Policastro’s career spanned many industry leaders, starting with Liz claiborne in 1989 and held positions at L’Oréal, Phillips Lighting and Novartis Consumer Health. She has worked in beauty, apparel, over the counter pharmaceuticals, financial services, lighting and home care. In 2016, Policastro was named the winner of the Shopper Marketing Gold Effie Award from Effie Worldwide and was a Woman of Excellence honored by the Path to Purchase Institute.
For more information on TPN, please visit www.tpnretail.com.
TPN is the creative trade agency that exists for Make the Buy Happen for some of the world’s most iconic retail, tech and CPG brands. We specialize in all things commerce, leveraging the agency’s core practice areas of digital commerce, branding, retailers and buyers, to create connected experiences that drive sales and empower business. commitment to the brand. TPN is part of the Omnicom Commerce group. The agency has nine offices in the US and UK and celebrates more than three decades of creativity and results.
About the Omnicom Commerce Group
Omnicom Commerce Group (OCG) is an unrivaled community of commerce experts working with brands and retailers to deliver the best advice, creativity and capacity focused on increasing conversions and transactions. OCG’s priority is to meet the need for innovative multi-channel commerce expertise in the rapidly evolving world of retail and shopping and at the heart of our business are four award-winning sales offices – Haygarth, The Integer Group, TPN and TracyLocke – employing over 2,500 people. in 19 markets.
About Groupe Omnicom inc.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is one of the world’s leading marketing and corporate communications companies. Omnicom’s branded networks and many specialist companies provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other communication services. specialized to more than 5,000 customers in more than 70 countries.