IEX Group, Inc. (IEX) announced Marija Zivanovic-Smith has joined the company as its first Chief Marketing and Communications Officer. As a member of IEX’s executive leadership team, Zivanovic-Smith will strengthen the company’s strategic marketing, brand and communications function, adding talent and incorporating digital tools to drive growth for IEX’s exchange and technology businesses.

Zivanovic-Smith brings a diverse background leading marketing, communications, public and government affairs programs for technology brands, including IBM and NCR. Zivanovic-Smith will evolve the IEX brand as the company mobilizes its plans to enter the $2 trillion digital asset space. Last month IEX announced a strategic partnership with cryptocurrency exchange FTX US to shape market structure and technology for trading digital asset securities.

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“Marija is a seasoned executive who has succeeded at every point in her career due to her drive, creative vision, and ability to execute. Her track record speaks for itself, and we are thrilled she chose to work on the IEX team at such a great moment in our evolution.”

“IEX is a mission-driven brand and we are at an exciting time for the company as we continue to build our exchange, while also embarking on a transformative partnership with FTX in digital assets,” said IEX Co-founder and CEO, Brad Katsuyama. “Marija is a seasoned executive who has succeeded at every point in her career due to her drive, creative vision, and ability to execute. Her track record speaks for itself, and we are thrilled she chose to work on the IEX team at such a great moment in our evolution.”

Prior to IEX, Zivanovic-Smith had a successful 14-year sprint as a Fortune 500 executive at NCR where she helped transform its brand reputation, built digital and growth marketing strategies, and orchestrated the company’s entrance into new markets and business lines. In addition, she served as a White House appointee to the Asia Pacific Economic Cooperation Business Advisory Council (APEC) as the U.S. business representative, and is a thought leader with Forbes as an advisory member of the Forbes Communications Council.

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“I’m thrilled to join IEX at this exciting time for the company as it extends its brand leadership from the core exchange business to new areas of finance and technology,” said Zivanovic-Smith of her new role at IEX. “Digital assets offer us an opportunity to expand access to the global financial system to the next generation of investors and entrepreneurs in a safe and transparent way.”

Zivanovic-Smith started with IEX in April at the company’s New York headquarters and will continue to reside outside Washington, DC.