Ratcliff was appointed by David Pullan, Emap Consumer Media and Emap Radio's new strategic marketing and brand development director.
He joins from Five, where as head of viewer research and insight, he fulfilled a creative planning role.
In his new role, Ratcliff will support Pullan in developing new business opportunities for key Emap "power brands" across its consumer magazine, radio and digital business.
Ratcliff's brief will centre on being the voice of the consumer through examining the relationships that audiences have developed with key Emap brands across multiple media.
He will design and deliver audience insight and then help to convert them into strategic principles.
Ratcliff will work closely with the management, editorial, marketing and commercial teams of those brands identified for development.
Before joining Five 2004, Ratcliff was a planning partner for four years at TBWA\London, working with clients such as PlayStation, Absolut, Holsten Pils and Michelin. Before that he was an account planner at Rainey Kelly Campell Roalfe/Y&R.
Pullan, former managing director of FHM Worldwide and Emap East, was appointed to his newly created role last month.
He said: "Carl brings a wealth of experience in brand planning and strategy to this new role and with it a collaborative, listening style that has endeared him to both creative and commercial people wherever he has worked."
Ratcliff said: "I'm delighted to be working with David contributing to Emap's exciting future in a role that reinforces their commitment to the impact and importance of the consumer."
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