Darling replaces commercial director Linda Campbell, who has been granted a two-year leave of absence to study an MBA in the US. He reports to UK country manager Douglas McCallum. The change of title reflects the tighter focus Darling will have on marketing.
Darling was Unilever's first manager for interactive marketing and e-commerce and most recently founded wireless start-up Fonepark.
Since the early dotcom frenzy of auction sites, eBay has trounced rivals such as QXL in the UK, building its popularity mostly through word of mouth and online ads. However, it has hired WDMP to handle press ads for its motor section.
According to Nielsen//NetRatings, eBay UK overtook Amazon as the number one e-commerce site, clocking up 6.8m UK users in May.
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