Initiative Perth boosts talent pool and strengthens agency capabilities 

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Initiative Perth boosts talent pool and strengthens agency capabilities 

(Pictured L-R: Sarah Hua, Sian Thomas, Paige English and Jessica Wilkins)

Initiative Perth has announces a three new hires across its client service and partnerships teams.


Sian Thomas joins the agency in the newly created role of client advice and partnerships director; Sarah Hua joins as associate director and Jessica Wilkins takes on the role of partnerships associate.

Head of Perth, Paige English said she was delighted to find three such talented and powerful women to join the business, as the agency continues building an environment where people come to do the best work of their career, we set a standard for Media Excellence: “We concluded 2023 on a high, with exciting expansion of several client partnerships and started 2024 with a slew of new business wins. We’re proud to invest in our team and to add to our capability with these new appointments.

“The trio bring exceptional talent and more importantly are great thinkers and will help take us towards the next stage in our growth journey. I’m so pleased to welcome Sian, Sarah and Jess to the agency and can’t wait to see what their new perspectives and talent bring to the business.”

As client advice and partnerships director, Thomas will report directly to head of partnerships Perth – Brianna Wells with an immediate task to lead the RAC WA account within Group Yellow, and to spearhead the Lotterywest and P&N Bank accounts.

Says Wells: “Sian is what we call a ‘boomerang hire’ having already worked for Initiative Melbourne as head of brand and content partnerships, so it’s great to have her back on board, knowing she is the right fit of our revered agency culture agency.”

Most recently at Perth-based media agency Kojo as business director, Thomas brings significant experience garnered from 15-years in senior roles at both agency and media partners. Well known for her capacity to solve challenging business problems beyond media, her perspective will add significant firepower to the agency, as clients expect more and more from their agency partners.

Says Thomas: “I have always been impressed by the work produced by Initiative Perth and I am delighted to join its knowledgeable team and continue building connected experiences for brands in WA. Leading a team of nine professionals, all passionate about their craft, is a privilege and I look forward to ensuring our team continues to punch above its weight and drive real business growth for WA clients.”

Associate director, Sarah Hua will lead the WA Government portfolios, including the Dept of Transport, Rottnest Authority & Construction Training Fund replacing Erin Pitchers who recently left to become the business owner of Spotlight Media.

Previously senior account manager at Longreach Media and prior to that investment executive at PHD, Hua has a powerful reputation in market for upholding best-in-class client partnerships and engagement with industry at all levels.

Recently finishing her degree at Curtin Wilkins takes on the role of partnership associate on the Lotterywest account.

Adds English: “We identified Jess as a future leader having watched her be part of the Ad Council’s Jumpstart program of which we are a partner. Jess certainly stood out amongst her peers for her positivity and proactivity, and we knew she would be a perfect addition to our team.

“In the ever-evolving landscape of media and marketing, setting standards and pushing beyond the status quo is not just a goal; it’s a necessity. To achieve this, we must recognise that talent is transformative. It is the cornerstone upon which exceptional work is built.

“As a leader, my ambition is to wait for the right people who not only deliver on work excellence but also culturally show up. This means recruiting individuals who align with our vision and north star.”

All three appointments are effective immediately.