Gravity Global Promotes Colleen Cavaioli to VP, Planning and Activation

Gravity Global has promoted Colleen Cavaioli to vice president of planning and activation, expanding her responsibilities from her previous role as media director. The move reflects the agency’s focus on bringing media planning and activation closer together within its media operations.

In her new role, Cavaioli will help connect strategic planning with campaign execution, supporting a more integrated approach to media delivery and client needs. The shift aims to strengthen coordination between planning and activation, two functions that are increasingly interconnected as marketing teams work to improve campaign performance and demonstrate business impact.

The appointment comes as agencies face growing pressure to connect media investments with measurable outcomes. With audiences moving across digital and traditional channels, media teams must coordinate strategy, execution and measurement to ensure campaigns remain aligned with business objectives.

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Bringing planning and activation closer together can help reduce operational gaps, improve collaboration and make it easier for teams to respond to changing campaign requirements. It can also support more consistent decision-making across media strategy, buying and performance optimization.

Lou Roberts, senior vice president and head of media at Gravity Global, highlighted Cavaioli’s expertise, energy and commitment to clients and colleagues in announcing the promotion. He also pointed to the effort to bring planning and activation into a more connected structure.

Gravity Global is an international marketing consultancy working across brand strategy, media, digital marketing, public relations and demand generation. Its media practice brings together capabilities including media planning, activation, integrated media and ad operations.

Cavaioli’s expanded role comes amid broader changes in how agencies organize media teams to deliver coordinated campaigns. As marketing organizations continue to balance audience engagement, operational efficiency and accountability for results, closer integration between planning and execution remains an important part of media strategy.