eBay appoints new UK Marketing Director

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eBay has announced the appointment of a new Marketing Director for the UK and Ireland. Amanda Metcalfe, who has served as Director of Fashion Retail since June 2011, will take on the new post.

Prior to eBay, Metcalfe worked at high-end fashion brands My-wardrobe.com and Cocosa.com, supermarket Sainsbury’s, Debenhams, Selfridge’s and Laura Ashley.

eBay notes that Metcalfe brings “20 years’ retail experience from both high-street and ecommerce brands, with a particular focus on targeting female audiences.”

So reading those runes, what does this mean? Three things leap out. eBay’s strange fascination with fashion as saviour continues. And it looks like that interest will continue to grow with added interest in Home & Garden. There’s even an explicit reference to female shoppers being critical to future success.

Secondly, it’s all still about retailers. Metcalfe’s experience is with national and international brands and eBay’s bewitchment with the glitter of big retailers looks set to continue. Small businesses will remain out in the cold, it seems.

And finally, what’s happening with eBay’s pan-European organisational structure? Several years ago eBay Europe was rationalised so that one team served every EU nation. The appointment of a UK and Ireland Marketing Director would suggest a move back to national teams focussing on national needs. Such a post already exists for eBay Germany, we understand. Is this appointment an admission that the one-size-fits-all for Europe doesn’t work?

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