Westpac brand marketer to head up PayPal Australia marketing division

Payments provider appoints new marketing director

PayPal Australia has brought on Westpac’s former marketing and brand leader as its new marketing director for Australia.

Elaine Helihy joins the merchant payments provider after more than four years working in various strategic marketing roles at Westpac Group, and was most recently head of Westpac marketing and brand. Prior to this, she worked across marketing for the BT Financial Group’s superannuation division, and was also previously head of marketing communications for Thomson Reuters in London.

In a statement, PayPal local managing director, Libby Roy, said Herlihy’s appointment came at an important time for the company following the launch of its New Money campaign in Australia.

Elaine Herlihy
Elaine Herlihy


The marketing program debuted during the recent Super Bowl in the US and is being touted as a new brand direction for PayPal focused on democratising how money is managed and moved globally.

“New Money is more than just a tagline for us, it’s PayPal’s vision for the future of commerce,” said Herlihy. “The nature of money has changed and now more than ever, Australians are looking to fintech companies to offer innovative and adaptive approaches to commerce, which keep up with the trends. It is an incredibly exciting time to join PayPal.”

Herlihy said she’s also looking forward to working with the brand during a rapidly evolving time in the digital payments space.She reports directly to Roy and replaces Leanne Sheraton, who moved to a regional role as Senior Director, APAC Marketing and is now based in Singapore.

“The rate of change in the financial services industry is quickening and will lead to Australian consumers meeting their financial needs in very different ways in the next few years,” she commented.


Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in