Richard Kanareck is to join the online auction company next month after nearly a decade with The Red Consultancy.
He will report to eBay UK head of PR Victoria Biggs, who said his appointment was part of an increasing PR investment.
EBay - which retains Seventy Seven PR for its core account and Lexis PR for eBay Motors - has recently brought in agencies for its Gumtree (Cow PR) and PayPal (Lansons Communications) businesses, as well as appointing a PayPal comms head.
Kanareck - who is a divisional director at Red - partially replaces consumer PR manager Charlie Coney, who left two months ago to join Launch Group as group account director. Kanareck's role is expanded on Coney's, said Biggs.
EBay hit the headlines this week when a three-year-old bought a £9,000 pink Nissan Figaro on the site after being left alone on his mother's computer.