Media agency Initiative has appointed Paige Wheaton as chief investment and partnerships officer, replacing Simon Reid who left the agency earlier this year.
Currently national head of investment at Mindshare, Wheaton brings 15 years media experience to the role.
She began her career at Mediacom and has spent time at several Australian independent media agencies. At Mindshare, she grew the investment community and been instrumental in the development of globally adopted tools around the responsible and sustainable investment of media dollars.
Melissa Fein, CEO of Initiative Australia, said it is essential that an exceptional talent leads the investment and partnerships team.
“I believe we have found a phenomenal talent in Paige," Fein said.
"Her experience across the full funnel, not just traditional, makes her a unicorn in this market. Compounding that is her knowledge in the purpose-driven area of investment which perfectly complements Initiative’s ethos in this space.”
Wheaton said Initiative’s value proposition, culture and suite of investment products and services attracted her to the role.
“I’m passionate about making an impact. The most exciting thing is having a thriving community of investment individuals who I can help grow and develop in their careers," Wheaton said.
"I’m a hugely people-centric leader and I’m so excited to partner with the investment leads in each of the markets to deliver on that promise.
“The other element that excites me is the culture at Initiative which they are so renowned for. It’s what initially attracted me to the role and having the opportunity to truly deliver market-leading work was the icing on the cake.”
Sam Geer, Initiative’s national managing director, said Initiative wants the market’s best talent and have heard from media owners time and time again that Paige is exactly that.
"She joins us at a time when our product is evolving and the integration of performance, digital and traditional has never been more critical," Geer said.
"With Paige’s knowledge and experience in this area we have found the perfect match to drive our investment proposition into the future.”
Wheaton’s appointment is effective mid-July.
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