XO Group, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
XO Group Inc., formerly The Knot Inc., is a leading lifestage media company offering wedding planning information. XO Group produces national and local magazines, books and broadcast offerings as well as their websites: TheKnot.com, TheNest.com, WeddingChannel.com and WeddingTracker.com. XO Group, Inc. is headquartered in New York, NY.
|Main Telephone||(212) 219-8555|
|Main Fax||(212) 219-1929|
XO Group, Inc. ContactsContacts (5/14)
|Carley R.||Chief Content Officer||NY|
Sample of Associated Brands
|Mike S.||Chief Executive Officer||NY|
|Gillian M.||Chief Financial Officer||NY|
|Kristin S.||President, Local Marketplace||NY|
|Dhanusha S.||Executive Vice President, Marketing||NY|
|XO Group, Inc.||****|
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EDIT Score 70 – Account in Jeopardy: The Knot parent hires marketing EVP to deepen bride, young c...
Subject: Online advertising, mobile, sponsorship, earned media, social media, PR, events
Company: XO Group, media company known for content geared towards young couples’ life events, such as weddings, pregnancy and moving in together. XO is the parent of properties like The Knot, The Nest and The Bump.
Opportunity: Hired Dhanusha Sivajee as EVP of marketing to lead brand, consumer marketing, partnerships and communications. Her primary focus is driving audience growth in the digital and mobile space, so focus your engagement there and on driving bride engagement. XO is making major tech investments to evolve its mobile platforms, including a ”massive rebuild” of TheKnot.com, to better engage consumers and create a more powerful platform for advertisers, whose revenue make up the bulk of the company’s business.
Experience: Most recently, Sivajee was CMO of the AOL Brand Group, where she drove audience growth across the media company’s digital brand portfolio. Before AOL, she was VP of global marketing for Bloomberg Mobile.
Marketing Strategy: XO’s spend skews towards direct marketing, online advertising and word-of-mouth focused earned media initiatives. For example, earlier this year wedding between two survivors of the Boston Marathon tragedy, delivered “significant earned media, a hallmark of [the company's] cost-effective approach to marketing, Michael Steib, president and CEO, said during XO’s first quarter earnings call in May. Events like these stretch XO’s marketing dollars by generating free exposure in TV, print and online news outlets.
Ad Spending: This year, XO is making higher investments in product and content compared to marketing and sales. Last year, the company spent $700,000 on advertising, up from $500,000 in 2012 and $600,000 in 2011. XO handles media in-house, according to The List.
Recent Decision Maker Shifts: Sivajee joins E-Commerce and Registry EVP Katherine Brady, who came to XO in February after serving as fashion sale site vente-privee USA’s CEO. Brady’s priorities include better connecting brides with XO’s struggling wedding supplies businesses. Also, earlier this year XO hired Jennifer Garrett as EVP of national enterprise sales to help attract larger advertisers.
Target Customers: XO’s media properties target young couples, but the majority of its revenue (about 61%) comes from print, online and digital ad sales/advertising sponsorships. Also, XO targets retailers for its registry aggregation service.
XO Group, Inc.
New York, NY 10007
Executive Vice President, Marketing
EVP, eCommerce & Registry