Initiative Australia has secured Sarah James to take the role of managing director of Initiative Melbourne and join the company’s national senior leadership team.

Initiative Australia CEO Melissa Fein said James will bring with her a wealth of experience from her current role as managing director of Woolworths@DAN at the Dentsu Aegis Network.

Fein said, “Sarah James has been appointed following an extensive search for an executive of exceptional calibre to lead our successful Melbourne business. Initiative is a major challenger in the market and Sarah brings with her impeccable client and digital leadership skills capable of driving our business forward. She is at the top of her game and we’re excited to have her lead our Melbourne operations with its diverse client roster.”

James has overseen one of the biggest commercial accounts in Australia as managing director of Woolworths@DAN and led an experienced team across Melbourne and Sydney.

Prior to DAN, James was the chief digital officer at Carat and a member of the agency’s senior leadership team. She has also had career experience in New York.

“Sarah will be closely supported by Heath Wooster’s leadership on Bunnings in Melbourne,” Fein said.

James said she looked forward to joining the highly-respected Initiative Melbourne team. “I’m really enthused to be bringing my industry and leadership experience to Initiative, which has an outstanding roster of national brands. It is an exciting move to be joining a business with a culture of client focus,” she said.

James has been appointed after previous Initiative Melbourne managing director Shaun Briggs left the agency earlier in January to join Initiative client Specsavers as head of marketing planning.