Pushing Boundaries in Performance Marketing: Tinuiti’s Fresh Direction Under Castro
In a strategic move that underscores its commitment to groundbreaking client strategies and innovative solutions, Tinuiti, the foremost independent performance marketing company, has welcomed Tavo Castro as its new Head of Strategic Planning. With its eminent presence across Streaming TV, Google, Meta, and Amazon, the company is poised to significantly amplify its strategic outlook.
With an illustrious background that includes leadership stints at EssenceMediacom/OpenX and guiding the North American Business for iconic brands such as The Coca-Cola Company, Tavo Castro’s appointment is a testament to Tinuiti’s vision for the future. Castro’s experience with giants like Warner Bros., AT&T, and The Walt Disney Company, particularly in driving shifts from channel to audience-based planning, makes him a valuable asset for Tinuiti. He has showcased his expertise by pioneering commerce-based, data-driven strategies and spearheading the evolution of groundbreaking technologies, such as AI-based and real-time personalization solutions.
In his new role, Castro is tasked with bolstering the growth of the agency’s strategic planning function. He will supervise a rapidly expanding group of strategic planners and research analysts, aiming to infuse innovation in planning processes and devising new technological strategies. This move ensures that the agency remains a step ahead in catering to its diverse clientele. Moreover, Castro will rejuvenate the training modules for client teams, adding depth to Tinuiti’s strategic planning arsenal, and driving the inception of novel agency products and services.
Diana DiGuido, Chief Client Officer at Tinuiti, extolled the virtues of Castro, highlighting his adeptness at crafting riveting narratives through product and technology. “Tavo’s proficiency in global strategic planning, combined with his innate ability to simplify intricate tales, positions us to break free from industry constraints and retain our agility,” said DiGuido.
Echoing these sentiments, Castro emphasized the need for a revamped strategic framework, one that resonates with the dynamic digital landscape. “While digital platforms have revolutionized the bond between brands and humans, our strategic foundation remains unaltered. At Tinuiti, we envision a strategic OS that mirrors human adaptability, driven by real-time data and technological prowess,” remarked Castro.
Tinuiti’s growth trajectory further reiterates its dominance. Its recent collaborations encompass partnerships with Microsoft Advertising Network for Retail and assuming the helm of Performance Media Agency of Record for multiple renowned brands like Footwear Unlimited, JOANN Inc., and Unilever’s Health and Wellbeing Division.
About Tinuiti: A behemoth in the performance marketing realm, Tinuiti commands a significant presence across multiple digital platforms. Overseeing nearly $4 billion in digital media and housing over 1,200 adept professionals, Tinuiti blends strategic acumen with channel-specific expertise. Its proprietary GAMMA framework and Mobius technology suite further accentuate its unique market position. For a deeper dive, visit Tinuiti.