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Initiative’s Rufus announces key senior leadership appointments

Sydney, Australia – Rufus, the dedicated media and communications agency by Initiative for Amazon’s range of services, has announced new senior leadership appointments namely Sarah O’Leary as managing director and Tom Cumberworth as head of partnerships.

O’Leary has a strong media investment background garnered from 15-years in senior management and director roles both agency and marketing-side. 

Previously with Atomic 212 as Head of Client Service and Planning, O’Leary’s strengths lie in her leadership qualities and deep understanding of how media agencies operate within the ANZ landscape.

Meanwhile, with nearly 15-years of global and local experience, Cumberworth was previously group trading director at OMD Sydney where he led the Suncorp Group business, overseeing the investment strategy and decisioning for the entire portfolio across all media. 

Previously he was with Mindshare and MEC in the UK commencing in 2008 as a TV buyer and moving to an account director role working on clients such as Nike, News Corp, 3 Mobile and Kimberly Clark to name a few.

Melissa Fein, CEO at Initiative Australia said after a robust search and selection process she was delighted to welcome both Sarah and Tom to Rufus, who together bring specialist skills to the table and are charged with delivering high performance outcomes for Amazon.

“Sarah has a proven track record of leading senior stakeholder relationships and delivering business growth in today’s complex and fast-moving market. We’re delighted she has accepted the opportunity to lead Rufus at a pivotal time in the agency’s growth and momentum,” she said.

Fein added, “Tom is an outstanding team leader with a raft of global and local experience managing and leading specialist buying teams across all media platforms, inclusive of TV, VOD, OOH, Radio and more. He will play a leading role in Rufus, Amazon and our media partners’ future successes.”