Havas Media Network Promotes Katie Alifimoff to VP, Strategic Planning

Havas Media Network has promoted Katie Alifimoff to Vice President, Strategic Planning, marking a new step in her career within the media and advertising industry.

The appointment comes as media agencies continue to adapt their planning approaches to changing consumer behavior, fragmented media consumption and the growing role of data and technology in marketing decisions.

Strategic planning plays a central role in connecting audience insights with media investment and campaign execution. As brands engage consumers across search, social media, streaming platforms, digital channels and traditional media, agencies must develop strategies that account for different audience behaviors and deliver consistent brand experiences.

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Havas Media Network operates across media strategy, planning, activation, commerce, data and technology. Its broader approach brings these capabilities together to help brands connect with audiences across customer journeys. The network also uses its Converged.AI framework to integrate data, technology and artificial intelligence into media planning and campaign measurement.

Within this evolving landscape, strategic planning leaders help translate business objectives and audience research into media recommendations. Their work can involve identifying target audiences, evaluating channel opportunities, developing communication strategies and coordinating with activation teams to support campaign delivery.

The role of strategic planning has also expanded as marketers face greater pressure to demonstrate the impact of media investments. Agencies are increasingly expected to connect planning decisions with measurable outcomes, while accounting for changes in digital platforms, privacy requirements and AI-driven discovery.