Cawley joins Dunnhumby from Initiative, part of IPG, where she was managing director. Prior to that, she was client service director for IPG Mediabrands. During her career, she has led strategic initiatives for brands including Amazon, Tesco, Deliveroo, and BMW. 

At Dunnhumby, Cawley will be tasked with growing the firm’s media proposition in Ireland, leading innovation and growth in retail media.

James Tamblyn, head of Emea, Dunnhumby, said: “Retail media is becoming a vitally important part of the media mix and how we engage with customers. Significant progress has been made in the past 18 months increasing capability and inventory. We are excited for the next chapter as Sylvia joins Dunnhumby, bringing a wealth of media and agency experience, taking Tesco media and measurement to the next level.”