Cassandra Tryon has joined the UM North America team as SVP, managing director for the Sony Entertainment business, the Interpublic Group media shop confirmed. Previously, Tryon spent five years at PHD in New York where she most recently served as SVP, group account director for the Discovery Communications and Oprah Winfrey Network accounts. While at PHD, Tryon also led the Elizabeth Arden, New Balance, Enterprise/National/Alamo, Havaianas, and Timex accounts. Earlier, Tryon worked on the digital marketing teams at MTV Networks and AOL. At UM, she will report to Karen Hunt, EVP, global managing partner of UM.