Square Inc. has hired former Visa marketing executive Kevin Burke to lead its customer acquisition initiatives in retail, paid, Web and events marketing channels.

Burke, formerly Visa Inc.'s CMO for core products, will help bring Square's complete register service and back office tools to independent businesses worldwide, the company announced Dec. 9. While at Visa, Burke led global and country marketing efforts for consumer and commercial products.

"Square is transforming the way people buy and sell around the world," Burke said in a press release. "I'm really excited to join Square as they continue to deliver on their promise to make commerce easy while helping independent businesses thrive."

The announcement of Burke's hire comes less than a month after Square added global support for its Register merchant services app, a move meant to help the company measure demand in new markets before investing in hardware distribution.

Square updated Register, its free app built for Android and iOS devices, with various functions in the past few months, adding data analytics, partial refunds and gift-card issuance.

Burke also was previously Visa’s head of global consumer marketing and strategy as well as senior vice president of advertising. Before Visa, Burke was the president of JWT San Francisco and co-founder of Tonic 360, an advertising agency serving digital brands.

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