Shopper Marketing - October 2016 - 56
WHO'S WHO IN SHOPPER MARKETING
RB: CHERYL POLICASTRO, Shopper Marketing Team Leader
heryl Policastro had a calling for the
marketing industry from an early age.
As a child she would "invent" new
products and use a tape player to record commercials. After college, Policastro joined Liz
Claiborne for a position in co-op advertising,
coordinating retailer-specific direct mail programs and working with buyers on co-op ads.
From there, she held positions in insights,
analytics, sales and marketing working across
y SHOPPER MARKETING OCTOBER 2016
Photo by Steve Hockstein
many categories including apparel, OTC, pharmaceuticals and lighting. The variety made
her adept at quickly learning new businesses.
"Each area helped me build a different skillset
and develop a deeper understanding of the
various stakeholders, both internally and externally," Policastro says. For the last five years,
she's been able to put that knowledge to use
developing shopper marketing programs, first
for Novartis and now at RB.