Melissa Fein is CEO of Initiative, one of Australia’s most prominent media communications agencies and part of IPG Mediabrands.
She is a proven industry leader, with more than 18 years of media and advertising experience, representing world class brands both locally and internationally across media owners and advertising agencies. Her career has seen a dominant focus on driving revenue through innovation and thought leadership.
Melissa started her career at News Corp Australia, departing after six years to join MTV Networks Australia, and was quickly re-located to New York to work within the MTV Integrated Marketing team, Melissa returned to MTV in Sydney before Ignite Media Brands was formed (through a merger of Viacom and TV1 Group). Melissa led the Sydney and Brisbane markets for a year before moving to GroupM owned, Mindshare.
In 2011, Melissa launched ESP Australia, a global Entertainment & Sports Partnership group, and built the ESP brand in Australia to much acclaim from clients both locally and regionally. Melissa led a team of award winning and market leading specialists.
In October 2013, Melissa joined the newly launched creative unit at Network Ten, Generate, to lead the strategic solutions arm of Generate, covering strategy, sponsorship and integration. 6 months later, Melissa was named National Head of Generate (leading both the creative/production and strategic solutions arms of Generate). Generate was Network Ten's client solutions division, specializing in strategic and creative content creation, digital and social integration.
Within Melissa’s tenure, Generate created globally recognized and groundbreaking integrated partnerships.
In September 2015, Network Ten and MCN combined sales operations and Melissa was appointed to a key senior Transition Management role whilst also developing and leading network brand solutions for clients across the entire MCN Portfolio (Ten & Foxtel). She was appointed CEO of Initiative Australia in February 2016.
Melissa is an industry regular on the speaker circuit, reported for Industry publications, a finalist in the WPP Regional Excellence Awards and a member of SWIMM (Senior Women in Media & Marketing).