Initiative Names New Sydney GMs

Initiative Names New Sydney GMs

Initiative has announced senior appointments in its Sydney agencies, with new general managers named to Initiative Sydney and its specialist retail business, Rufus Powered by Initiative.

Rufus Powered by Initiative is dedicated to the national Amazon media portfolio working across retail, device, music and Prime Video. The agency provides Amazon with a full range of media services.  

Jo McAlister (pictured above), the current leader of Rufus Powered by Initiative, has been appointed GM of Initiative Sydney. Kathryn Furnari (main photo) has been named as the new GM for Rufus Powered by Initiative. Her appointment is effective October 18.

McAlister has been leading Rufus Powered by Initiative since September 2019 and in that time the agency’s staff has grown to match Amazon’s growing presence in the market. She is a former director of content marketing at Foxtel. Prior to Foxtel, she was marketing director of NBC Universal Media. She is also a Marketing Academy Scholar.

Melissa Fein, CEO of Initiative Australia, said, “We’re delighted to offer Jo the opportunity to lead Initiative Sydney. The agency is on a growth trajectory and Jo has the experience and leadership talents to continue the agency’s momentum.” 

Furnari is one of the industry’s most prominent client leaders, with 15 years’ experience in media. She has been group business director at PHD, leading the Unilever Australia and Nine Entertainment Co. accounts and overseeing the delivery of all media, trading, negotiations, sponsorships, media partnerships, digital and data solutions. She is a former client service director at Ikon and is recognised as a Marketing Academy Scholar.

Fein said, “Kathryn is a highly respected, results-driven executive. She has proven her skills in managing large clients in complex and fast-moving market categories. I’m thrilled to welcome her to Initiative and to our senior leadership team.”




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