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.
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
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.
The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.
ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.
Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...
Martin Valovič
Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey
I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...
Catherine Stenson
Have customers really changed? - Marketing edge - CMO Australia
The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.
Joe Hawks
Data privacy 2021: What should be front and centre for the CMO right now
Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online
Joe Hawks
The new rules of Millennial marketing in 2021
In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...
Fred Lawrence
DoorDash launches in Australia