Initiative hires Jeff Tan as digital strategy director

Jeff Tan is joining Initiative Melbourne as digital strategy director, a new position. He will be a member of the agency’s management team and report to Initiative Melbourne managing director Andrew Mudgway.

Tan has eight years experience in digital marketing and was previously general manager of iProspect Melbourne, a business he established from scratch and built to current billings of about $11 million.

Says Andrew Livingston, CEO of Initiative Australia: “Jeff is our latest investment in digital talent for the Melbourne agency and we will continue to grow in this key area. He is known to be one of Melbourne’s leading strategists and his professional skills combined with a focus on ROI aligns perfectly with Initiative’s performance positioning in the market.”

Tan’s previous client experience includes major brands such as General Motors, Tourism Australia, Disney, P&G, Nissan, Kraft and HSBC. His role with Initiative will focus on digital communications strategies that maximise clients’ business results. 

He starts work on Monday June 18.