Metfcalfe joined eBay in June last year as director of fashion retail, as part of the company's efforts to grow the category.
Prior to eBay she worked as an interim marketing director at online designer retailer Cocosa.com for six months.
She was also interim head of marketing at Sainsbury’s and marketing director for My-wardrobe.com.
Clare Gilmartin, managing director of eBay UK, said the appointment will help the company capitalise on the growth of female shoppers on the site, adding that the UK market is the fastest growing of eBay’s business.
Until Metcalfe’s appointment, all UK and Ireland marketing has been lead by Alex von Shirmeister, vice president of marketing, operations and advertising, eBay Europe.
Ebay has not confirmed who she will be reporting into.