Tom O'Sullivan

SVP Sales & Client Engagement DATA POEM

Tom O'Sullivan is a marketing analytics executive with over three decades of experience helping retailers and consumer brands make smarter, AI-driven decisions. At DATA POEM, he draws on deep expertise in Unified Enterprise Planning, Demand Forecasting, and Integrated Business Planning to guide clients through complex analytical challenges. Leveraging causal AI, he helps retail and CPG brands move beyond traditional measurement toward models that accurately connect marketing investment, consumer behavior, and business outcomes — particularly for organizations proving incrementality across retail media, aligning demand forecasting with enterprise planning, and making confident AI investment decisions where correlation-based approaches no longer suffice.

Tom's perspective is grounded in experience at Nielsen, Analytic Partners, Symphony Advanced Media, and Motionworks. Throughout his career, he has partnered with Fortune 500 organizations across Retail, eCommerce, CPG, QSR, Financial Services, and Media — developing a nuanced understanding of how differently scaled organizations approach data-driven decision-making, and where the real gaps between insight and action tend to emerge.