Initiative Perth restructures leadership team; Paige English elevated to Head of Perth

Initiative Perth restructures leadership team; Paige English elevated to Head of Perth

Initiative Perth has announced a restructure of its leadership team to support the agency’s next strategic growth phase. The leadership changes take effect immediately and follow the departure of David Burger and Steve Hare.


The restructure sees Paige English – formerly Head of Strategy, Communications Design & WA Government Solutions – promoted to the newly created role of Head of Perth.

Supporting English on the senior leadership team will be: General Manager, Judi Van Omme; Head of Partnerships, Brianna Wells; Molly Trumble promoted to Client Advice & Comms Design Director; and Henrik Soederlund, Media Activations Lead.

The new look SLT will manage individual client remits plus take on broader responsibilities leading the agency in their specific areas of expertise.

Sam Geer National Managing Director, Initiative said: “The changes reflect Initiative’s unwavering commitment to continuous improvement, ensuring the agency maintains its market-leading position in the industry.

“There is nothing more satisfying than recognising that the best person for the job is already within the agency team and we are delighted Paige is stepping up to take on the role of Head of Perth.

“Moving our Head of Strategy into the role of market leader is yet another demonstration of Initiative’s commitment to producing the very best work and elevating the role of media for all of our valued clients.

“Paige is an extremely rare talent, one that balances exceptional EQ with one of the markets leading strategic minds. Her leadership style is built on trust and underpinned by openness, honesty and transparency, traits that are hard to find in many business leaders today. We are excited about the fresh perspectives and leadership that Paige’s appointment and the new look leadership team bring to Perth’s clients.”

With a decade long tenure at Initiative already under her belt, English has enviable knowledge across the agency’s client portfolio, having earned her stripes developing media strategy, planning and buying across all channels. Her longstanding media partnerships and deep understanding of the West Australian media landscape has been instrumental in shaping the agency’s success to-date and will be instrumental in delivering future solutions for client.

English said: “Initiative has a strong legacy and brilliant market reputation and I plan to build on that. Any change can be challenging; however, I firmly believe because I know this business inside and out, I can elevate the team and with this we can take our clients to new heights.

“We have the best media expertise in the West and are committed to deliver brave work that has real and positive impact on our clients’ business. Nothing makes me feel prouder than when I see our people and our clients succeed, and this next chapter for Initiative Perth holds infinite potential and opportunity for both.”

Pictured Back row L-R: Judi Van Omme, Sam Geer, Brianna Wells and CEO Melissa Fein.
Front row L- R: Henrik Soederlund, Paige English and Molly Trumble.