BrokerageMovers & Shakers

eXp names Carolyn Merchant as chief marketing officer

Merchant will be responsible for leading the company's brand and marketing evolution

A new name has been added to the C-Suite roster for eXp Realty. The company, a core subsidiary of eXp World Holdings, Inc., announced on Thursday that it has named Carolyn Merchant as its chief marketing officer (CMO).

In this role, Merchant will be responsible for leading the company’s brand and marketing evolution, with a primary focus on agent enablement and growth, eXp said in a statement.

“The growth opportunity ahead of us is massive and core to that is our continued mission to be the most agent-centric brokerage by constantly innovating our agent value proposition,” said Glenn Sanford, CEO of eXp Realty.

Merchant has nearly two decades in marketing experience, according to eXp.

Prior to being named CMO, Merchant worked as VP of brand and communications at eXp. In this role, Merchant focused on improving the company’s brand and marketing communications functions and delivering agent-centric strategies and experiences.

Merchant has also played a crucial role in helping to support eXp’s events, including EXPCON and Shareholder Summit, the company said. Under her leadership, eXp said it saw record-breaking attendance at the events, which focus on offering information to agents that is geared toward building and growing their businesses.  

“Carolyn brings extensive expertise and since joining eXp Realty, she has elevated our marketing and communications functions. I’m confident that she will continue to build out many new deliverables across the realty ecosystem, from our internal business units to the agent in the field sitting down to take their first listing,” Sanford said.

Prior to joining eXp, Merchant helped to lead the global brand and communications at Colliers. Earlier roles included stints at Aimia, a marketing and loyalty analytics firm, and communications marketing agencies like Edelman.

eXp Realty is currently the largest independent real estate company in the world. The firm has more than 87,000 agents across countries that include the United States, Canada, the United Kingdom, Australia, South Africa, India, Mexico, Portugal, France, Puerto Rico, Brazil, Italy, Hong Kong, Colombia, Spain, Israel, Panama, Germany, Dominican Republic, Greece, New Zealand, Chile, Poland and Dubai.

The firm has grown exponentially in recent years, and a number of top-producing teams and broker-owners have joined eXp in recent months.

Last month, North Carolina-based Towering Pines Real Estate and Vancouver, British Columbia-based Katrina and The Team joined the firm. A few weeks prior, eXp welcomed another top-producing mega team when Washington, D.C.-based broker Keri Shull and her mega team of over 40 agents joined the firm.