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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

3 things marketing leaders need to do to effectively lead hybrid teams

Many marketing leaders are scrambling to give their people more flexible work. And they need to: PWC’s Future of Work report showed 90 per cent of staff want some form of hybrid or remote workplace.

Scott Stein

Leadership consultant

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

Sign in