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Ebay is making an ‘aggressive’ retail push after Paypal split and has hired a new North America CMO to lead it

Ebay has hired digital advertising agency executive Suzy Deering to replace Richelle Parham as its chief marketing officer amid a restructure to its branding and communications teams.

She assumes oversight of the marketing for Ebay's marketplace and will report to senior vice presient for the region, Hal Lawton.

The business is on a push to redefine itself following its split from Paypal last month, which has led to the two marketing divisions being merged into one unit. While Parham played a role in plotting the move, she opted to pursue other opportunities with Deering taking up the reigns.

The former agency executive is tasked with bringing fresh, strategic impetus to the brand’s positioning of providing a range of choices at different value points. “Innovation”, “dynamic”, “data driven insights” and “deep media knowledge” are words used in the press release for Deering’s announcement to describe her characteristics, as well spotlight what Ebay executives hope she will bring to its rebrand.

“Ebay is redefining itself with a more aggressive focus on retailing,” the company said in a statement. “As CMO, Suzy will help connect eBay’s customers to the things they love and need, and she’ll bring innovation, a strategic marketing perspective and passionate voice to eBay’s online and offline marketing programs.”

Her arrival comes almost a year after the shopping site launched its first global campaign in an attempt to bolster the brand in an increasingly competitive ecommerce space.

She joins from digital agency Moxie where she was chief executive for the last three years. Prior to that, Deering was vice president of advertising at Home Depot where she is credited with creating a customer experience that spans both virtual and physical forms. She also spent more than a decade at Verizon in several senior marketing roles, which saw her help reposition the telecommunications firm’s corporate brand to a common look, feel and brand platform over all business units.

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