Square Hires Visa CMO to Lead Customer Acquisition

Move Brings More Than 20 Years of Marketing Experience to the Company

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Kevin Burke
Kevin Burke

Square has hired Visa CMO of Core Products Kevin Burke to lead customer acquisition for the company. With the move, Square is hoping to bring its full suite of services to more customers. Mr. Burke will head up acquisition for retail, paid, web and marketing events.

Mr. Burke brings nine years of marketing experience at Visa, the eighth-largest media spender in the financial services industry, according to the Ad Age Datacenter. Prior to joining Visa, Mr. Burke served as president of JWT and co-founder of Tonic 360. He also worked with brands including Amazon, American Express and Microsoft during his more than 20 years in the marketing industry.

Square, founded in 2009 by Twitter co-creator Jack Dorsey, garnered considerable Silicon Valley hype and investment, netting more than $590 million in venture funding. But it has struggled to meet expectations, as it cycled through multiple product strategies and faced new competition from tech titans Google and Apple. Last month, the company introduced both hardware, a credit card reader, and software products.

"Square is transforming the way people buy and sell around the world," said Mr. Burke in a statement. "I'm really excited to join Square as they continue to deliver on their promise to make commerce easy while helping independent businesses thrive."

In September, Square launched a national ad campaign, with televised and digital spots, built by its in-house creative team. Two months later, Ricardo Reyes, its head of brand, departed for automaker Tesla Motors.

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