David Lee is the Head of Digital at Initiative and a media executive with over 12 years’ experience in media. For the past 3 years, he has been building successful digital led strategies for clients in retail, finance and travel. As traditional media is increasingly blended with digital, his role is to help guide Initiative’s clients to remain relevant and positively engage their customers. He is also a successful entrepreneur launching Australia’s first blogger network in 2008 which laid the foundations that are now the rules of engagement for blogger outreach used industry wide. Its parent company, Netccentric, successfully listed on the ASX in 2015 valued at $36m.