Verifone Inc. has promoted C. Lloyd Mahaffey, who joined the company only last November, to vice president of worldwide marketing.
The post is new, reflecting the transaction automation company's desire for global coordination of strategic planning, competitive analysis, product marketing, and related communications.
Verifone, the leading provider of point of sale card-reading terminals, has long prided itself on minimizing the management layers between its chief executive and his troops.
But the Redwood City, Calif., company, which has more than 2,000 employees worldwide and has been moving quickly into the electronic commerce field, decided it was time to consolidate several functions while employing Mr. Mahaffey's high-tech marketing expertise.
In the 1980s, Mr. Mahaffey, 41, ran the education and federal systems groups at Apple Computer Inc. He also was senior vice president of marketing for Commodore Business Machines and, more recently, was president of Start Inc., a developer of cobranded credit cards and other consumer marketing concepts.
"Lloyd's extensive background brings the depth essential to developing strategies which will solidify the marketing of Verifone's converging technologies," said Hatim A. Tyabji, who is chairman, president, and chief executive officer.
"As the company moves to capitalize on emerging global opportunities, marketing will play a vital role in communicating Verifone's commitment to providing secure, convenient payment solutions," Mr. Tyabji said.
"Up to now we have had regional marketing strategies," said Mr. Mahaffey, who reports to Mr. Tyabji. "We are going to stay regionally focused but with a global look to product direction and marketing."
Mr. Tyabji brought in Mr. Mahaffey as general manager of a newly created consumer systems division, which is focusing on alternative delivery technologies like screen telephones, wireless communication devices, and personal digital assistants.
That division will continue reporting to Mr. Mahaffey, but Tom Kilcoyne, formerly of MCI Communications Corp., will be in charge. Mr. Kilcoyne joined Verifone Dec. 1.
Among others reporting to Mr. Mahaffey are Michael Shade, the company's point man on chip card technology, and his counterparts in software and client-server groups.
As part of his broader strategic responsibilities, Mr. Mahaffey is also overseeing operations support and business-unit marketing for U.S. financial markets, U.S. emerging markets, international, and Internet commerce divisions.