Initiative Melbourne appoints Rhiannon Bell to group director on Industry Super Funds account

Rhiannon Bell has been appointed group director at Initiative. A former client-side executive, Bell leads the complex Industry Super Funds (ISF) account portfolio for Initiative Melbourne in a sector that is experiencing enormous change.

Shaun Briggs, managing director of Initiative Melbourne, said Bell had taken on the challenging ISF portfolio, a collective entity of 16 funds, as well as being responsible for leading communications for individual funds Hesta, Hostplus, Cbus, MTAA Super, Care Super, AustSafe and LUCRF.

Says Briggs: “Rhiannon is the epitome of a professional with first class client advice, team leadership and media expertise. Each of the funds within ISF have their own opportunities, consumer audiences and cultures they are seeking to reach.  Rhiannon manages these nuances and requirements at speed.  She has emerged as key member of our Melbourne team.”

Bell joined Initiative in 2016 as client director. She is a former business director at MediaCom working on clients including Specsavers, Bank of Melbourne and Shell. Prior to that she was a campaign advisor for not-for-profit Beyondblue and previously UK Promotions Manager for 20th Century Fox.

Says Bell: “Whilst the Super Funds category is complex and hyper competitive I am immensely proud to be working across a portfolio of clients who are directly making a difference by delivering the best possible retirement outcomes to Australians. It’s great to be working with the category leaders and progressive thinkers within superannuation, a sector that is unique and iconic to Australia”.

Says Melissa Fein, CEO, Initiative Australia: “Rhiannon manages a business portfolio that requires high business acumen and leadership skills. She is highly respected by her clients and we also truly value her presence and wisdom in the Initiative team.”