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PayPal hires former Westpac marketing boss to drive growth as it launches fresh campaign

Herlihy joins PayPal from Westpac

Herlihy: new PayPal marketing director for Australia

Elaine Herlihy, the former head of marketing and brand at Westpac, has joined PayPal as marketing director for Australia.

The announcement of the new marketing lead for the payments business in Australia coincides with the launch of its latest campaign, New Money, which debuted at the Superbowl in the US earlier this year.

Herlihy has a strong pedigree in financial services marketing having also worked with BT Financial Group and Reuters.

PayPal Australia managing director Libby Roy said the recruitment of Herlihy was an important step in the evolution of the business in Australia.

“We are thrilled that Elaine is joining us at such a critical time for our brand,” Roy said.

“The New Money campaign signifies the direction that PayPal is taking as an independent company and Elaine’s expertise will bring that to life for our 6.3 million Australian account holders.”

Roy said the pace of change meant companies such as PayPal had to work to keep consumers up to date with the latest ways in which they could buy.

“Australians are fast technology adopters and used to the benefits of using technology in their daily lives, so they welcome the innovations we’re bringing to make their financial lives easier,” Herlihy said.

“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.”

The New Money campaign is currently being rolled out around the world by the payments company after debuting at this year’s Superbowl

Simon Canning

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