Ebay North America CMO Exits Amid Restructuring

Departure Follows Changes to Branding, Communications Teams

By Published on .

Richelle Parham
Richelle Parham

Ebay's North America CMO, Richelle Parham, is exiting the company. Her departure came as Ebay merged its branding and communications teams, which will now be led by the chief communications officer at Ebay.

"Going forward, the eBay brand will be managed as part of a single, integrated communications and brand team," the company said in a statement. "As part of these changes, which Richelle has been involved in shaping, she decided that now is the right time to transition and pursue other opportunities."

Ebay added that marketing will continue to be handled by each region, and overseen by a newly-formed global growth organization.

The company did not immediately say when her departure took place or who will be steering marketing.

Ms. Parham joined the e-retailer as CMO in 2010 after serving as head of global marketing innovation and initiatives at Visa. While at Ebay, she tapped Publicis Groupe's Digitas – where she worked for 12 years – to handle its digital media and digital creative business. She also helped launch the brand's first global campaign in 2014, called "Shop the World," alongside a revamped homepage to push out the same key message across all markets.

Ebay spent $51 million on U.S. measured media in 2013, including subsidiaries PayPal and StubHub, according to Kantar Media.

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