Sian Thomas joins Initiative in head of brand and content partnerships role, based in Melbourne

Newly positioned cultural branding agency Initiative has today named Sian Thomas as head of brand and content partnerships. She will be based in Melbourne and will work with Initiative clients on a national level.

Thomas is currently head of mobile and technology at Initiative’s sister mobile solutions agency Ansible Melbourne. Before that she was creative solutions director at Ensemble, the activations and sponsorship agency and prior to that she was digital strategy and integration manager at Yahoo7/Seven West Media.

Says Shaun Briggs, managing director, Initiative: “Sian will be very effective in this new role at Initiative Melbourne as we dive deeper into our cultural branding positioning. She has a strong track record in business success in her previous roles and is a highly creative thinker in the rapidly growing brand and content space.”

At Ansible Melbourne Thomas was responsible for driving the growth of mobile media and marketing solutions, often by defining the role of mobile and technology for clients and their strategic partners across fully integrated communications plans. At Ensemble Thomas worked on the formation, scope and effectiveness of brand partnerships with a focus on digital channels to accelerate effectiveness.

Melissa Fein, CEO of Initiative Australia, said Thomas’ new role would both enhance the agency’s client and team leadership, as well as help drive the agency’s new positioning.

Says Fein: “We have introduced new talents across all Initiative to help brands connect with people through cultural relevance. Sian’s skills will help us considerably to ensure this positioning is both attractive and effective in the market.”

Thomas joins Initiative on June 12 and will be part of the Melbourne leadership team.