Melissa Fein

Melissa Fein

CEO at Initiative
Sydney, Australia

About me

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Initiative Sydney
November 2016 - Present (2 years 2 months)
Chief Executive Officer
Surry Hills, Australia
March 2016 - Present (2 years 10 months)
An IPG Mediabrands Agency
National Head of Generate
Network Ten
April 2014 - March 2016 (1 year 11 months)
Generate is Network Ten's integrated brand partnership and client solutions division.
Specializing in strategic and creative content creation, digital and social integration across multiple devices and platforms.
Creating globally recognized and groundbreaking integrated partnerships with key production partners and format owners for Ten's Prime Time formats and Live Sporting events. Key production partners include the Endemol Shine Group, ITV, Fremantle Media, 20th Century Fox, Sony Pictures and CBS. Responsible for delivering premium revenue budgets across all Ten Formats (linear and digital).
Head of Sponsorship, content and Brand Strategy
Network Ten
October 2013 - April 2014 (6 months)
Generate - Network Ten's integrated sales and creative solutions division, specializing in market leading strategic partnerships across Ten's Entertainment and Sports assets.
Leaders in branded entertainment, content creation, digital and social integration.
Creating globally recognized integrated partnerships with key production partners and format owners (Endemol Shine Group, ITV, Fremantle Media, 20th Century Fox, Sony Pictures and CBS).
Head of ESP (Entertainment & Sports Partnerships)
October 2011 - September 2013 (1 year 11 months)
Launched Mindshare's Content and Partnership Division in Australia. Created a tailored version of globally recognized Group M's ESP division, specializing in amplification of broadcast sponsorships across entertainment and sport formats. Led and activated major strategic partnerships for Mindshare's key clients, such as, Ford, Unilever, American Express,Land Rover, HSBC, Volvo, Castrol, Kimberly Clarke and More.
Led a National team to multiple award winning campaigns.
Sydney & Brisbane Sales Director
Ignite Media Brands (Viacom, Fox International Channels)
February 2011 - September 2011 (7 months)
Led an integrated sales team representing key cable brands across Viacom, Fox International Channels, Sony Television channels and more. Managed key global accounts who activated large multi-screen partnerships across multiple channels as well as creating original content for key clients. (ie. Canon / National Geographic partnership, local version of Toyota / Megafactories, MTV Australia Awards and Nickelodeon Kids choice awards partnerships).
Group Sales Manager
December 2009 - April 2011 (1 year 4 months)
Led a successful team at MTV and Nickelodeon working across the largest market in Australia selling to key agencies and consortiums.
Exceeded sales targets and sponsorship targets across major formats and key events such as the Australian MTV Music Awards and Nickelodeon Kids Choice Awards as well as large scale local franchises such as MTV Winter (Tokyo based) and MTV Summer.
Senior Account Manager (MTV New York)
MTV Networks International
March 2009 - December 2009 (9 months)
Worked within the MTV Networks International team based in New York. Account management of Film and Music clients to activate integrated campaigns across the global MTV Network as well as working on the MTV Video Music Awards in NY in 2009 for International MTV clients activating in the USA.
Senior Account Manager / Publicist
MTV Australia
January 2006 - December 2009 (3 years 11 months)
Represent MTV Australia in the Melbourne office, working across key Agencies and clients as well as assist the National Publicity Manager for key publicity opportunities by managing MTV Melbourne events and talent.
Executive / Manager (Herald Sun / News Sports and Music Publications)
News Corp
January 2000 - January 2006 (6 years)
Worked across Multiple departments within News Corp (Travel and Sport) in integrated AdSales and Custom Publishing across different titles (promoted multiple times throughout my tenure).


1992 - 1998 (6 years)

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