PayPal Australia has announced the appointment of Elaine Herlihy as marketing director for Australia.
An experienced marketer, Herlihy joins PayPal with a deep understanding of the financial payments space and a strong track record of successful brand leadership, having previously led marketing and brand at Westpac Group.
Herlihy’s appointment comes as PayPal launches its New Money campaign in Australia. Debuted at the Super Bowl, at the heart of the new brand proposition is PayPal’s vision for the future of money and a reimagined and inclusive financial world. The new campaign reflects PayPal’s ambition to democratise the movement and management of money – so people can live their lives securely, efficiently and affordably.
“New Money is more than just a tagline for us, it’s PayPal’s vision for the future of commerce. 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.
Libby Roy, managing director for PayPal Australia, welcomed Herlihy to PayPal, adding that her arrival coincided with an important time for the company.
“We are thrilled that Elaine is joining us at such a critical time for our brand. 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 commented.
A graduate of University College Dublin, Herlihy has almost 20 years’ experience in Financial Payments marketing including Westpac, BT Financial Group and Reuters. She said that she is looking forward to working with an innovative brand in a rapidly evolving digital payments ecosystem.
“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,” said Herlihy.
“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. I am looking forward to working with the team at PayPal Australia to bring those innovations to the market.”