Initiative fills head of digital partnerships and head of client service roles

Initiative is bolstering its digital and client services capabilities with the promotion of Ricardo Carreira as national head of digital partnerships and has hired of Paola Cracknell as Sydney head of client service.

Carreira steps up to the national role after two years as head of digital at Initiative Perth. He has client-side experience in digital amassed during his time at Optus, Amaysim, iiNet, RAC and Tourism Western Australia.

Ricardo Carreira

Initiative Australia managing director Sam Geer, who was appointed to the role in May last year, said of Carreira: “Ric is market-leading talent, who can talk our clients’ language and lead integration across all of Initiative’s digital craft capabilities. He will be responsible for the day-to-day leadership of our digital strategy, partnerships and investment. It’s a critical role in today’s landscape and we are fortunate to have someone of Ric’s calibre at the helm.”

Cracknell joins from Red Bull in Austria where she was most recently global head of culture partnerships. Her experience spans being strategic partnerships and communications lead at Shazam, and marketing at Live Nation and Rdio.

Cracknell and Carreira will both be reporting into Greer, who added: “In Paola we have a world class professional. Someone who knows exactly what our clients are experiencing and how best to help solve their challenges. Paola has immense experience in client/brand partnerships, with success both in Australia and abroad. I am looking forward to her joining what is a formidable Initiative Sydney team.”

Paola Carreira


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