Why Dunnhumby’s Bold Move to Appoint Sylvia Cawley Could Rewrite the Rules of Irish Data Strategy Forever

Ever wonder what it takes to steer a data powerhouse in the middle of a media revolution? Well, Sylvia Cawley just stepped up to lead Dunnhumby Ireland, and trust me, this isn’t your run-of-the-mill leadership shuffle. After nearly two decades architecting strategies for giants like Amazon and BMW, she’s not just bringing her A-game—she’s bringing the whole playbook. In an era where retail media is exploding and data-driven storytelling is the name of the game, Sylvia’s appointment signals a bold leap towards innovation that’s bound to shake up how brands connect with shoppers. Feeling curious yet? You should be—because this move could very well redefine the landscape of media and data science in Ireland, and beyond. LEARN MORE.

Sylvia Cawley has been announced as the new head of data science company Dunnhumby Ireland.

Cawley spent over 17 years with IPG Mediabrands and has led strategic initiatives for some of the world’s most recognised brands, including Amazon, Tesco, Deliveroo, and BMW.

She has experience in commercial strategy, client relationship management, and leveraging data-driven insights to drive business growth.

Cawley has a proven track record of building and leading high-performing teams, and Dunnhumby expects that she will be instrumental in enhancing its media proposition in Ireland.

“I am delighted to join Dunnhumby at such a transformative time for media in Ireland,” said Cawley.

“With retail media booming and brands embracing data-driven solutions, this is an incredible opportunity to redefine how they connect with shoppers.

“I’m excited to collaborate with such a talented team to drive innovation and growth.”

James Tamblyn, head of EMEA at Dunnhumby, added: “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.”

Dunnhumby employs over 2,500 people across Europe, Asia, Africa and the Americas and has worked with Tesco, Coca-Cola, Meijer, Procter & Gamble, Raley’s, and L’Oréal.

Photo: Sylvia Cawley. (Pic: Supplied)