The Google+ we knew and didn’t love is dead. Not only did the masters of search drop the requirement that YouTube users have a Google+ account, but the network’s former brand director has left for Airbnb.
While the worldwide subletting company announced the hire of Brian Irving yesterday, he’s actually been with Airbnb for several months after serving as global head of marketing for the Google Play platform.
Irving has an extensive history in the tech industry: he held senior positions at digital agencies RAPP and Digitas before moving to Cupertino to work in Apple’s marketing department, where he advanced to the director of worldwide marketing communications role. Right before joining Google, he served as co-CMO and VP of global digital marketing for Levi’s at parent company Levi Strauss & Co.
Regarding his new position, Airbnb CMO Jonathan Mildenhall–who left Coca-Cola to join the company just over one year ago–writes:
“[Brian’s] experience, passion and drive will help us continue to build our brand, create meaningful marketing campaigns and help make us an iconic brand in our own right.”
Irving will essentially be the brand’s creative director, responsible for guiding its future advertising, marcomms, partnerships, and social media campaigns. He writes that “We have an opportunity here to not only rethink the industry’s perception of brand positioning but also redefine the way the way we get there.”
If he were asking for our opinions, we might suggest more positive messages about making money while on vacation and less “sleep in their beds, so you may know their dreams” awkwardness.