Payne will be responsible for developing activity to retain and grow its customer base from the 48 million registered members it claims to have now.
PokerStars has to now focused on below the line marketing activity – search, social media and CRM as well as sponsored TV poker shows. Payne will steer these areas but will also be responsible for brand and advertising.
He joins from Microsoft’s search engine Bing, where he was head of search. Prior to this, he worked agency side at OgilvyOne and EHS Brann.
PokerStars sites operate under license throughout the world. The company also stages online poker tournaments including the World Championship of Online Poker.