Sharon Nicastro
New York City, New York
Overview
I’m a MarTech and lifecycle growth executive specializing in acquisition, loyalty, retention, and AI-powered personalization—driving measurable improvements in engagement, conversion, and lifetime value across subscription and consumer businesses. I operate at the intersection of data, technology, and customer experience—architecting and activating MarTech ecosystems that power lifecycle, CRM, and growth strategies at scale. I remain hands-on across Adobe AEP (RTCDP), Journey Optimizer, and Salesforce Marketing Cloud—designing segmentation strategies, lifecycle journeys, and test-and-learn
About
I’m a MarTech and lifecycle growth executive specializing in acquisition, loyalty, retention, and AI-powered personalization—driving measurable improvements in engagement, conversion, and lifetime value across subscription and consumer businesses. I operate at the intersection of data, technology, and customer experience—architecting and activating MarTech ecosystems that power lifecycle, CRM, and growth strategies at scale. I remain hands-on across Adobe AEP (RTCDP), Journey Optimizer, and Salesforce Marketing Cloud—designing segmentation strategies, lifecycle journeys, and test-and-learn programs that deliver immediate performance gains. My work spans the full customer lifecycle—from acquisition through onboarding, engagement, retention, and reactivation—leveraging experimentation frameworks and next-best-action/offer (NBA/NBO) strategies to optimize performance and drive LTV. I lead AI enablement and workflow transformation, helping organizations operationalize AI-driven personalization and redesign marketing workflows to scale lifecycle execution. This includes building AI-powered segmentation, content, and journey orchestration frameworks that connect data, technology, and execution. I also drive MarTech enablement and change management, ensuring successful platform adoption by aligning teams, redesigning operating models, and embedding data-driven decisioning through governance and training. I’ve led growth initiatives across entertainment and streaming (Sony/PlayStation), telecommunications (Verizon), financial services, pharmaceutical, and publishing—adapting strategies to complex, data-rich environments. At Sony, I helped unify 220M+ customer profiles into a centralized data ecosystem, enabling real-time segmentation and personalized omnichannel engagement. I’ve led strategies that grew Sony Rewards from 2M to 9M+, improved onboarding by 18%, increased retention by 25%, and drove significant gains in conversion and lifetime value. Known for identifying lifecycle performance gaps and executing targeted strategies to improve acquisition efficiency, increase retention, and unlock scalable growth. Core Capabilities MarTech Architecture & Activation (Adobe AEP, AJO, SFMC) • Lifecycle, CRM & Loyalty • Subscription & Streaming Growth • AI-Powered Personalization (NBA/NBO) • AI Enablement & Workflow Transformation • CDP & Data Activation • Omnichannel Journeys • A/B Testing & Optimization • Conversion & LTV Growth • MarTech Enablement & Change Management • Cross-Functional Leadership