Commonwealth Bank's Let's Pay subsidiary is progressing the roll out of its Beem mobile payments platform after making a string of senior executive changes to oversee the management of the fledgling business.According to disclosures made on the LinkedIn networking site in the last week, former CBA and ING Direct executive Mark Wood has been installed as chief executive of the business which now appears to be trading as "Beem It".Wood takes the reins at a sensitive moment for the nascent business after revelations earlier this month that its branding may be challenged by another mobile payments provider known as "Beam Wallet".Banking Day yesterday made phone contact with Wood who referred our enquiry to Andrew Campbell, the head of marketing and communications at Let's Pay.Campbell declined to comment on the management changes, which also include the appointment of Nathan Moyes - CBA's former general manager of transformation - as the chief operating officer of the Beem arm."Thank you for your enquiry to Mark Wood - we're not in a position to comment on our leadership team at this stage," Campbell stated in an email."We'll be happy to reach out when we have more information to share."Also entering the Beem management ranks in the last month is former CBA and KPMG executive, Robert Guidolin, who is described on LinkedIn as the financial controller.While Wood and the other new Beem executives are widely respected for their deep experience in retail banking, payments and corporate finance, CBA is refusing to comment on the imbroglio that erupted earlier this month over the branding of the new business.On 1 March Banking Day revealed that a company registered as Beam Wallet Pty Ltd had been trialling a mobile digital wallet product in the Sydney inner suburb of Pyrmont - only a kilometre away from CBA's global headquarters.Beam Wallet's chief executive Serdar Nurmammedov revealed that the existence of the two similarly branded mobile payments companies had created confusion among CBA customers trying to use the bank-owned service."We know of at least 40 cases where consumers downloaded our Australian app when they thought it was the Beem app marketed by the banks," Nurmammedov said at the time.Nurmammedov also signalled that his company would be seeking to protect its brand in the Australian market, saying that he would be opposing a trademark application from the CBA business.The branding problem looms as a critical strategic issue for Wood and the new management team to address before the CBA-owned Beem business completes its pilot.Since launching the Beem operation in a blaze of publicity last October, CBA has been conspicuous only by its silence on the branding blunder that resulted in its customers downloading a prospective rival's mobile app.Wood faces three strategic options if Nurmammedov exhibits a willingness to protect his company's market identity.First, he could enter a potentially drawn-out battle over intellectual property rights - a risky strategy for a newly coined business.Second, he could negotiate an agreement for his "Beem" brand to co-exist with "Beam Wallet". This option would still carry risks for