The initiative revamps the partnerships department with new roles and promotions

Initiative has restructured its Partnerships department, strengthening its management team.

The media agency promoted Daniela Rochi to the Head of Partnerships, Sydney and Justin Arlet to the Head of Partnership, Melbourne. The new roles take effect immediately.

Rocchi and Arlt, who both previously served as Partnership Directors, will report directly to the National Partnership Manager, Simon Reid in their new roles.

Reid said of the promotions, “Given Initiative’s current rapid growth rate, the time is right to restructure our partnerships team, delivering tremendous benefits to our existing clients and enabling continued growth for the agency. .

“I am extremely proud of Daniela and Justin and the fact that we can promote within the team is a testament to the immense talent we have at Initiative.

“Both are masters of their craft, top-level dealmakers, have established strong, high-level relationships in their respective markets and have delivered year-over-year results for our clients. They both have extensive experience across a wide range of categories and will build great teams for the benefit of our clients,” he added.

Simon Reid

Initiative recently added IAG, Afterpay, Sukin, QUEST, Repco + organic growth of existing customer base to its list.

Support Sydney MD, Jo McAllisterRocchi’s immediate mission is to lead investments and partnerships in the Sydney market by bringing a genuine passion for investing to deliver the best results for clients.

After spending a decade at Initiative, she has been a pillar in the agency’s transformation dipping into all aspects of the business and has proven to be a brilliant client advisor and valued partner for media providers.

With past experience working at IPG Mediabrands both locally and internationally, Arlt brings her inspiring leadership skills to the Melbourne business. A master of his craft, he was intimately involved in many pitch wins in Melbourne and was instrumental in rolling out several key internal processes.

Rocchi said of his promotion, “Initiative is such an amazing agency where I’ve been able to grow my career and have the pleasure of working with incredibly talented people. I couldn’t be happier to move into a role I’m so passionate about.

“What I love most about this role is that I will build my industry relationships into strong partnerships and train our workforce while keeping the Initiative culture at the forefront of everything. what I do,” she added.


Justin Arlet

Arlt commented, “We have an incredibly talented group at Initiative and I am thrilled to take on a position where I will have the opportunity to work across the agency and be involved in the incredible work that is product.

“I’m especially excited to be working on the next evolution of our partnership learning and development program that will help our teams build stronger relationships with our partners to deliver more meaningful results for our clients.” he adds.

Meanwhile, Reid concluded, “It’s amazing to be able to promote incredible talent within the company.

“At Justin and Daniela, we have a heady combination of an incredible work ethic, great attitude and incredible media relations in key Australian markets, Sydney and Melbourne. I can’t wait to see the new revamped partnerships division exceed all my expectations under their leadership,” he added.

Top photo: Daniela Rocchi