As a relatively new company, and one that’s not familiar to consumers, same-day delivery service Deliv has a marketing and branding challenge ahead of it. And to handle that challenge, the company has hired Ingrid Bekkers as vice president of marketing.

Bekkers previously worked for Diageo, the alcohol company responsible for bringing Guinness and Smirnoff to the United States. She has also worked for technology companies such as Scient, an online consultancy. “She will lead Deliv’s marketing strategy across the same-day delivery value chain, spanning retailers, customers, drivers, mall operators and technology partners,” says Deliv CEO and founder Daphne Carmeli. “Hiring Ingrid is a major win for Deliv. She is joining at a critical time as we are rapidly expanding across the country and driving consumer adoption.”

Bekkers’ first project at Deliv will be to handle the marketing for the holiday shopping season, which will include working closely with Deliv’s retail partners. The service is working with more than 225 large retailers, technology companies and 800 malls. Among Deliv’s clients are Top 500 e-retailers Macy’s Inc. (No. 8) and Foot Locker Inc. (No. 53).

Deliv enlists students and other consumers with spare time and a gassed-up vehicle to fulfill local online orders from area stores. It uses GPS to track deliveries—allowing customers to see where their item is in transit—and offers other features, including letting customers to take pictures or record video messages to go with a gift, or as a thank-you from the recipient. On a retailer’s e-commerce site, Deliv is offered as a delivery option if the exact item being ordered is available at a local store.

Both Bekkers and Carmelia compare the marketing challenge ahead to the one PayPal faced when it first started. Deliv doesn’t deal directly with consumers, but rather interacts with consumers through its retail partners. Consumers see Deliv during the checkout process as a shipping option, similar to the way they see PayPal as a payment option during checkout.

Deliv previously hired a former Amazon.com Inc. executive to handle its shipping operations.