PayPal Hires IBM Digital Commerce Leader For Brand Promo

PayPal wants potential customers to get to know it better, and they’ve brought in a marketing veteran to lead those efforts.

Ben Edwards, the former VP of global digital marketing for IBM, will be moving to PayPal on Aug. 24, according to PRWeek. Beyond sharing any other specific details of his new position, Edwards — who will report to Christina Smedley, PayPal’s global brand and communications officer — told the outlet that he will be splitting his time between San Jose, California, and New York City.

In an emailed statement to PRWeek, Martha Cass, PayPal’s director of global communications, further explained that Edwards will be responsible for getting the company message out to consumers as to how PayPal can help them manage and move money. Cass remarked in the email that Edwards — who will also be tasked with promoting PayPal to merchants — “will be an important part of the brand team at PayPal.”

It was not made clear to PRWeek exactly when Edwards left IBM or who would be replacing him at the company where he had worked in a number of positions since 2005. As recently as Aug. 15, Edwards’ LinkedIn profile — to which IBM’s corporate communications manager Laurie Friedman had deferred PRWeek — still identified him as VP of global digital marketing at IBM.

In that role, which PRWeek notes he has held since last August, Edwards was responsible for digital marketing in support of digital commerce, including transactions and customer acquisition.

Having officially been split from eBay for just over a month now, PayPal has been making a number of hires in the realm of communications. In his efforts to help get the company message out, Edwards will be joining previously acquired staff members such as: Amanda Groty, senior director of comms for EMEA; Franz Paasche, VP of corporate affairs, and Paul Cohen, VP and global head of corporate communications.

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