Initiative has promoted Paige Wheaton to national managing director, as the agency restructures its leadership model to support national alignment and client growth.
The appointment comes as CEO Jo McAlister implements a more centralised operating structure to improve consistency across markets while maintaining client delivery.
Wheaton will take responsibility for national business performance, overseeing a standardised end-to-end operating model and leading client partnerships and teams across the agency. Market leads and managing partners in Sydney, Melbourne and Perth will report directly to her.
She joined Initiative in early 2023 as chief investment and partnerships officer, where she led the agency’s investment strategy and partnerships with media and technology providers.
Leadership shift tied to Omnicom transition
McAlister said the promotion reflects both Paige Wheaton’s impact and a broader leadership reset as Initiative transitions into the Omnicom network, noting the agency’s focus on promoting from within as a sign of its culture and talent depth.
She said the realignment comes at a pivotal moment for the business, as it looks to leverage Omnicom’s tools and capabilities while maintaining its hands-on, client-by-client approach.
McAlister added that Wheaton has had a significant impact since joining the agency, describing her as a respected leader who combines commercial rigour with a strong focus on people and partnerships, and said the new structure is designed to better align the agency nationally, strengthen client proximity and support long-term growth in an increasingly complex market.
Focus on national alignment and client growth
Wheaton said her focus will be on strengthening alignment across the agency’s national operations and deepening client relationships.
“I’m incredibly proud to take on this role at such a pivotal time for both Initiative and our industry,” she said.
“My focus will be on driving greater alignment across our national business, strengthening our client partnerships and continuing to build a high-performing, connected team that delivers meaningful client growth.
“The opportunity to reimagine how we operate and how we show up for clients is incredibly exciting, particularly as the pace of change in the media landscape continues to accelerate.”
Following her appointment, investment responsibilities will be led by Initiative’s market leadership teams, including Daniela Rocchi and Tom Carlon in Sydney, Stephanie O’Donnell in Melbourne and Brianna Wells in Perth.
Wheaton’s appointment is effective immediately.
Main image: Paige Wheaton