With a 21-year career focussing on building broadcast and digital brands,
Melissa Fein has developed integrated marketing for MTV in the US and
Australia; launched ESP Australia, the global entertainment and sports
partnership group during a 4-year venture at MindShare; and led Network
Ten’s content creation, digital and social-integration division creating
globally recognised and ground-breaking integrated partnerships.
Joining Initiative Australia as CEO, Melissa has led her team to achieve
significant new client wins ad returning strong YOY business growth, based
on applying the cultural relevance of brands to people’s daily lives.
An award-winning CEO with recent accolades including Mumbrella Awards
2022 - Industry Leader ad B&T Women of the Year, Melissa is a
progressive, passionate change agent overseeing Initiative’s
transformation with a ‘People First’ strategy. Initiative is also the No1.
Agency for RECMA’s Vitality Index and some recently took home the award
for ‘Employer of the Year’ at the Adnews Agency of the Year awards.
Outside of work, Melissa is a Board Director on Swimming Australia’s, Cancer Chicks and the Media Federation of Australia.