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Former Facebook and Instagram marketer joins PicsArt as vice president of marketing

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By Tony Connelly | Sports Marketing Reporter

August 28, 2015 | 2 min read

Former Facebook and Instagram brand strategist, Eric Edge, has joined photo sharing app, PicsArt, as its vice president of marketing.

PicsArt, which is emerging as a strong rival to Instagram, currently has a monthly user base 65 million and is now focusing on attracting brands and advertisers onto its platform.

In an interview with Tech Crunch, Edge said that PicsArt provides a huge “opportunity for brands” and admitted he hadn’t been planning to leave Instagram but was attracted by the potential of the company because he felt it was “pushing into the future” and saw an opportunity to build something unique.

Given his previous experience, the appointment signals the company's focus on bringing in more brands and marketers onto the app. Edge previously spent four years at Facebook leading the company’s marketing efforts in Europe, the Middle East and Africa before moving onto Facebook-owned Instagram as a brand strategist. It looks likely that he will use this experience in his new role as vice president of marketing.

PicsArt has been careful to distance itself from Instagram, a move which will be crucial in attracting advertisers. Edge goes so far as to say that the app is “fundamentally different” to the likes of Instagram due to its “collaborative content creation”. PicsArt encourages users to post their photo with a #freetoedit hashtag to see what the rest of the community does with it.

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