Initiative Australia has grown its leadership team, with two new appointments – Mikayla Ellis as managing partner of Sydney, and Samantha Smith as national head of marketing.
These new hires follow the recent promotion of Paige Wheaton from chief investment officer to national managing director.
Ellis joins Initiative from Zenith, where she was client partner. Prior to this, she spent eight years at Omnicom, including senior leadership roles at Hearts & Science. Ellis will be instrumental to strengthening client partnerships, leading the Sydney market, and key clients including Hello Fresh, Sanitarium and Netflix.
With more than 17 years’ experience across complex brands, managing large teams, and delivering commercial growth, Ellis is known for bringing structure, focus and practical guidance to media decision-making. She has a strong track record of building trusted client partnerships and confident, capable teams. Ellis will report to Wheaton.
Smith is responsible for strengthening Initiative’s position in market and shaping its growth narrative. Having spent more than four years within Omnicom Media, including her most recent role as head of brand at Hearts & Science, Smith brings a sound understanding of the Omnicom ecosystem to help support Initiative as a leading brand in the Omnicom Group. Her appointment supports the agency’s focus on improving visibility, strengthening client relationships and driving sustainable new business growth.
“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,” said Ellis.
“As Initiative continues to grow, it’s important that our leadership structure supports stronger client partnerships and a more distinctive voice in market. 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,” concluded Wheaton.
“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.”
