Independent media agency The Media Store hires Initiative’s Helen Karambilas to lead Lexus account

The Media Store has made a number of new appointments in Melbourne to service its Lexus and Toyota accounts. Helen Karambilas joins the company from Initiative and will become group business director on the Lexus account, while Ella MacDonald takes up the role of business manager for Toyota Retail. 

The independent media agency officially opened a Melbourne office in January, following its foundation client Toyota into the Victorian market.

Karambilas brings 18 years of experience to the team and will be responsible for partnership initiatives and channel planning for the luxury car brand.

She said she is excited to “drive the Lexus business forward in Melbourne”.

“Lexus is such an innovative brand to be a part of and I look forward to evolving the brand within the ever-changing and challenging media landscape,” she said.

The Media Store team

MacDonald joins the team after two years in London where she built up media planning and buying experience across brands including Burberry, Marks and Spencer, and Rolex.

She will report to group head of Toyota David Lodge, who relocated to Melbourne in January along with head of digital Ally Cooney, Toyota business managers Richard Lowe and Jen Nicholls, and digital planner buyer Sam Coughlan.

The Lexus and Toyota teams will be complemented by two additional hires, Hayley Short and Melanie Scully, who both take up the role of partnership and integration specialist.

The Media Store’s CEO Craig Jepsen said: “The Media Store’s Melbourne office has incredible momentum with the building full of hungry, creative staff looking to make an impact for their clients in the ways that lead the pack.

Karambilas: Leading the Lexus media team

“Stephen [Leeds, Melbourne’s newly-appointed general manager] has orchestrated a wonderfully successful recruitment drive in a new market, which along with our existing team, enhances our drive for growth, in both Sydney and Melbourne.”


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