Financial and marketing technology company edo Interactive has hired a payment sector veteran to lead its expansion into the small and mid-sized market.
Keith Smith comes to Nashville-based edo from SK C&C USA, the mobile commerce arm of South Korean conglomerate SK C&C. As executive vice president and general manager of partner content, his main focus will be to grow the company’s presence in the small and medium-sized business market by partnering with large merchant acquirers, mobile payment providers and other entities.
Smith has more than 20 years of experience in the payments and financial technology sector. Before his stint at SK, he was senior VP of sales at mobile banking company Firethorn and held senior management positions at Pre Holdings, Concord EFS, Vital Merchant Services and Vital Processing.
“edo has quickly disrupted the mobile advertising space and driven measurable business value for some of the biggest names in retail and dining,” Smith said. “Now, the company is developing the infrastructure to extend its powerful card-linked offers platform to the SMB community.”
Five-year-old edo has partnered with 140 banks to market targeted advertising to shoppers at more than 200 merchants. The company’s instantly redeemable deals are automatically available through consumers’ credit cards, debit cards and mobile devices.
“Hyperlocal advertising is on the tip of every marketer’s tongue, but most solutions fail to deliver the return on investment or customer loyalty needed for smaller businesses to justify the spend,” said Ed Braswell, CEO of edo. “Through his previous partnerships with Google on their Google Wallet platform, along with managing early-stage sales, Keith brings to edo an unparalleled understanding of how marketing technologies can help retailers meet their business needs.”
Smith's hiring is the latest in a series of executive staffing moves for edo. Earlier this year, the company added a chief technology officer and a VP of marketing brand development.