Relevant DS promotes Elizabeth De Paiva to director of corporate marketing

Relevant DS has expanded Elizabeth De Paiva’s role to director of corporate marketing, putting brand strategy and thought leadership under her purview as the company targets studios and theater exhibitors. The move formalizes work she has already been leading and reflects Relevant DS’s push to grow its visibility in cinema and studio marketing.

Why it matters: - Relevant DS is trying to sharpen its positioning with movie studios and theater exhibitors as the cinema industry looks for new ways to reach audiences before and during the moviegoing experience. - The expanded role gives Relevant DS a dedicated leader for brand architecture, executive messaging, and thought leadership. - Stronger corporate marketing can support lead generation, partner visibility, and new revenue opportunities for a niche SaaS platform.

What happened: - Relevant DS named Elizabeth De Paiva director of corporate marketing on October 14, 2026. - The Minneapolis-based company said the promotion expands a role De Paiva has already been performing. - De Paiva now has responsibility for brand strategy and thought leadership. - The role also formalizes her leadership over brand strategy, marketing, and lead generation.

The details: - De Paiva will have broader ownership of Relevant DS’s brand architecture, corporate narrative, and executive thought leadership platform. - She has already established the company’s thought leadership platform. - De Paiva developed Relevant DS’s executive communications strategy. - She launched the company’s PR and podcast outreach programs. - Relevant DS is a women-owned SaaS digital signage platform built for theatrical exhibition and cinema. - The company says its platform is designed to transform the cinema lobby into a connected marketing environment. - Relevant DS says its software combines automation, programmatic integrations, and cross-platform customization. - The company says those tools help exhibitors and studios engage audiences, influence purchasing decisions, strengthen loyalty, and unlock revenue while reducing complexity, time, and operating costs. - De Paiva’s background includes roles at Sun Microsystems, PayPal, SanDisk, and Cadence Design Systems. - She helped lead a multimillion-dollar global brand relaunch at SanDisk. - She also managed brand integration and brand partnerships at Cadence Design Systems. - Her partner marketing work has included collaborations with an NHL franchise and a Formula One racing team. - De Paiva’s LinkedIn profile is available here. - Relevant DS’s LinkedIn page is available here.

Between the lines: - The promotion signals that Relevant DS sees brand-building and industry education as part of its growth strategy, not just support functions. - De Paiva’s Silicon Valley background suggests the company wants to borrow enterprise-tech discipline for a specialized media and cinema market. - CEO Lisa Edwards framed the hire as useful for translating complex ideas into clear marketing action.

What's next: - De Paiva is expected to keep building Relevant DS’s executive communications, PR, and podcast outreach. - Relevant DS will likely use the expanded marketing function to reach more studio partners and theater exhibitors. - The company is positioning itself as a platform for the next phase of digital signage in cinema.

The bottom line: - Relevant DS is betting that stronger brand strategy and thought leadership will help it stand out in a changing theatrical marketing market.