PayPal announced today that Allison Johnson is joining the company as executive vice president and chief marketing officer (CMO), effective immediately.

As PayPal CMO, Allison will lead strategic marketing for PayPal and its family of brands around the world, reporting directly to Dan Schulman, President and CEO, PayPal.

“Allison understands and has passion for our mission and our vision and brings a unique set of sophisticated marketing skills to PayPal. We’re delighted that Allison is on board to help propel PayPal forward during our next phase of growth.”

Dan Schulman, President and CEO, PayPal

Johnson co-founded West, a hybrid marketing and venture capital firm with clients like Square, Twitter, Impossible Foods, and Braintree, where she worked closely with Bill Ready and his team in the early days of Braintree and Venmo.

She served as Apple’s vice president of worldwide marketing communications, working alongside Steve Jobs to reinvigorate Apple’s Mac business and launch the iPod, iPhone, iPad and the App Store with unprecedented marketing campaigns.

Before Apple, Johnson was senior vice president of global brand marketing at HP, where she spearheaded the repositioning and relaunch of HP’s brand globally with the award-winning +HP campaign.

New Blood for Global Expansion

As PayPal steps out of the shadows of eBay and its “automatic revenues”, the company is expanding into other markets and industries.

Last year PayPal added a variety of regional payment processors and services companies to help it build up its portfolio.

READ MORE: PayPal Expands Checkout and PayPal Marketing Solutions Globally

It looks like PayPal will lean on Allison Johnson to help bring those services to more people, expanding the reach of PayPal globally.

Over time PayPal will replace the revenues the company receives from eBay as the marketplace transitioning to its own payments systems.

While PayPal often claimed they believe they will continue to keep many of the eBay revenues, it seems by hiring a CMO – a position the company abolished in 2013 – PayPal is preparing for wider marketing strategy for 2019 and beyond.

The next phase of PayPal will certainly include more marketplaces and more services that bring online and offline payment closer together.

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