IPG Mediabrands’ Initiative has announced the appointment of David Lee as its first-ever national head of digital partnerships.

Lee will on direct responsibility for helping clients with digital centric strategies, end-to-end content marketing, media partnerships, investments, operations and measurement.

Lee has been promoted from his role as head of digital at Initiative Melbourne, and has 14 years’ experience in media working across all major categories. Prior to joining Initiative, he was a co-founder of ASX-listed influencer agency Nuffnang.

Nick Durrant, chief partnerships and investment officer at Initiative Austraia, said Lee was well-known in the industry for his strong business acumen and focus in delivering measured and proven results for clients.

“David has great skills and experience in driving everyday digital, including product quality, innovation, market-leading media partner relationships and engagement,” Durrant said.

“His remit now also covers native content, dynamic creative optimisation and the overall quality of digital work leaving Initiative.”

Commenting on his promotion, Lee said: “I feel privileged to be part of Initiative that has been growing strength-to-strength in Australia and I am excited to lead our digital partnerships nationally.

“As digital become ubiquitous in all media, it’s even more critical that we help clients form the right partnerships that unlocks value and growth in their business.

“Fragmentation, viewability and measurement continues to be industry challenges, and it is important we help clients demand quality and results from our digital partners.