Sydney. March 31, 2026 – Media agency Initiative has promoted Paige Wheaton to the role of National Managing Director, recognising her leadership impact, and reimagining its structure to meet the evolving needs of clients and the business.
The appointment marks a strategic shift for the agency, with CEO Jo McAlister evolving Initiative’s leadership model to better support national alignment, operational excellence and continued client growth.
In her new role, Wheaton will have national responsibility for Initiative’s business performance, driving a standardised end-to-end operating model, and overseeing client partnerships and teams across the agency. Market leads and managing partners across Sydney, Melbourne and Perth will report directly to her.
Since joining Initiative in early 2023 as Chief Investment & Partnerships Officer, Wheaton has played a pivotal role in strengthening the agency’s investment proposition and deepening relationships with media and technology partners. She has also been instrumental in evolving the agency’s integrated approach to delivering high-growth client solutions.
Initiative Australia CEO Jo McAlister said the promotion reflects both Wheaton’s impact and the agency’s commitment to backing its talent.
“Promoting from within is incredibly important to us at Initiative because it reflects the strength of our culture and the depth of talent across the business. This leadership realignment comes at a pivotal moment in Initiative’s journey, as we transition into the Omnicom network, leveraging the strength of its tools and capabilities while continuing to operate with the hands-on, client-by-client approach that has always defined our agency,” McAlister said.
“Paige has had a significant impact since joining the agency. She is a deeply respected leader who combines commercial rigour with a genuine passion for people and partnerships.
“This role is about setting Initiative up for what’s next. We’re operating in an increasingly complex and fast-moving market, and this structure ensures we are better aligned nationally, closer to our clients and set up to deliver long-term client growth,” McAlister concluded.
Wheaton said she was energised by the opportunity to step into a broader national leadership role.
“I’m incredibly proud to take on this role at such a pivotal time for both Initiative and our industry,” Wheaton said.
“My focus will be on driving greater alignment across our national business, strengthening our client partnerships and continuing to build a high-performing, connected team that delivers meaningful client growth.
“The opportunity to reimagine how we operate and how we show up for clients is incredibly exciting, particularly as the pace of change in the media landscape continues to accelerate,” she concluded
Following Wheaton’s transition, investment responsibilities will be led by Initiative’s market leadership teams, leveraging the agency’s strong national bench of talent, including Daniela Rocchi and Tom Carlon in Sydney, Stephanie O’Donnell in Melbourne and Brianna Wells in Perth.
Wheaton’s appointment is effective immediately.
