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

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

The politics of branding

There have been some real doozies lately. I’m speaking of campaigns where brands have dipped their toe in - or jump straight into the deep end – of the political spectrum, aligning with social causes that seem to be the flavour of the day.

Paul Chappell

Partner and managing director, Brand + Story

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Thanks for helping me putting those threads of thoughts together. Simplification and connection - neat idea.

Mark Bayly

Tips from IAG on how to craft human-centred design

Read more

The problem with Box is that they made a couple of big mistakes - they first hired a bunch of unprepared kids and gave them big roles and...

Tim Woods

CMO interview: Why Box's marketing chief is rewarding staff for failing

Read more

At this point, being hit hard will also be subject for a detailed study. In honesty, too early to tell but there are precedents to follow...

Sean Lindeman

Australian Government to abolish 457 visa program

Read more

Latest Podcast

More podcasts

Sign in