Initiative Australia has expanded its leadership team with the appointment of Mikayla Ellis as Managing Partner, Sydney, and Samantha Smith as National Head of Marketing.
The appointments follow the recent promotion of Paige Wheaton from Chief Investment Officer to National Managing Director. The hires are designed to support client growth, strengthen partnerships and sharpen Initiative’s voice in the market.
Ellis joins Initiative from Zenith, where she was Client Partner.
Before that, she spent eight years at Omnicom, including senior leadership roles at Hearts & Science.
In her new role, Ellis will help lead the Sydney market and strengthen client partnerships, working across key clients including HelloFresh, Sanitarium and Netflix.
With more than 17 years’ experience across complex brands, large teams and commercial growth, Ellis is known for bringing structure, focus and practical guidance to media decision-making.
Ellis will report to Wheaton.
Smith’s past experiences
Smith has been appointed National Head of Marketing, responsible for strengthening Initiative’s market position and shaping its growth narrative.
She joins after more than four years at Omnicom Media, most recently as Head of Brand at Hearts & Science.
Smith brings an understanding of the Omnicom ecosystem to support Initiative’s position as a leading brand within the Omnicom Group.
Her appointment supports the agency’s focus on improving visibility, strengthening client relationships and driving sustainable new business growth.
Ellis on joining Initiative
Ellis said she is looking forward to working with the Sydney team.
“I’m thrilled to be joining Initiative and working alongside such a smart, passionate team.
“I’ve long admired the agency’s strategic thinking, strong culture and ambition, and I’m looking forward to partnering closely with the Sydney team to further strengthen client relationships, build capability and support the next phase of the agency’s growth,” Ellis said.
Wheaton on the appointments
Wheaton said the new hires will support Initiative’s next phase of growth.
“Mikayla brings a disciplined approach to leadership and a strong track record of building teams that deliver, which is critical to how we lead in Sydney.
“Sam’s appointment reflects our ambition to strengthen Initiative’s voice in the industry – strengthening how we show up, building a more visible and differentiated brand.
“Both hires are central to how we attract new clients, deepen client partnerships and drive sustainable growth,” Wheaton said.
Top image: (L-R) Samantha Smith, Mikayla Ellis