Carat USA Appoints Raquel Lavin as Senior Manager, Media Planning

Carat USA has appointed Raquel Lavin as Senior Manager, Media Planning, marking her next step in the media and advertising industry.

Lavin announced her new position by sharing the news with her professional network. In her new role, she will contribute to media planning activities at Carat USA, a media agency within Dentsu’s global network.

Media planning plays an important role in helping brands determine where, when, and how to reach their target audiences. The process involves evaluating audience behaviour, selecting appropriate channels, allocating advertising budgets, and aligning campaigns with marketing objectives.

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As brands navigate an increasingly fragmented media landscape, planning teams must consider a mix of traditional and digital channels, changing consumer habits, and the growing importance of campaign measurement. Effective media planning helps businesses coordinate their advertising investments and reach audiences across relevant touchpoints.

Lavin’s appointment comes as media agencies continue to adapt to shifts in consumer behaviour and the expanding range of platforms available to advertisers. Professionals in media planning are increasingly required to combine audience insights, strategic thinking, and performance data when developing campaign approaches.

Her move to Carat USA represents a new chapter in her career, with a focus on media planning within the agency environment. Further details about her specific responsibilities and previous positions were not available in the publicly accessible announcement.