Square nabs Visa CMO for customer acquisition role

Square has lured Visa’s Kevin Burke away from his role as core products chief marketing officer to lead customer acquisition for the mobile point-of-sale company.

Burke will head up acquisition channels for Square, including retail, paid, web, and events marketing, and help bring Square’s complete register service and back office tools to independent businesses worldwide.

“Square is transforming the way people buy and sell around the world,” Burke was quoted in a company release. “I’m really excited to join Square as they continue to deliver on their promise to make commerce easy while helping independent businesses thrive.”

Most recently, Burke led global and country marketing for Visa consumer and commercial products. He was previously Visa’s head of global consumer marketing & strategy and senior vice president of advertising. Before Visa, Burke was the president of JWT San Francisco and co-founder of Tonic 360, an advertising agency serving digital brands. Burke has spent more than 20 years in marketing communications, working with leading brands including Amazon.com, American Express, AT&T, Chevron, and Microsoft.

Square introduced its Register app internationally last month, but has yet to make its point-of-sale hardware available outside the US, likely using the initial launch of its app to check where to focus its attention for a full hardware release in a crowded market. The company also launched a pre-order function to its app for customers ordering at participating restaurants in New York and San Francisco in October.

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