To Achieve Agility, XO Group's Marketing and Product Teams Are Joined at the Hip - eMarketer
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eMarketer Interview

To Achieve Agility, XO Group's Marketing and Product Teams Are Joined at the Hip

Preview from eMarketer PRO

An interview with

Dhanusha Sivajee

Executive Vice President, Marketing, XO Group

Topics:

Interview summary

XO Group—a lifestage media company that operates properties The Knot, The Nest and The Bump—has spent the past two years transforming its content and products into mobile-first marketplaces that, for example, connect people who are planning weddings with wedding professionals. Dhanusha Sivajee, XO Group’s executive vice president of marketing, spoke with eMarketer’s Bryan Yeager about how her team is achieving closer alignment and collaboration with its product team, as well as key attributes she looks for when hiring new talent.

Interview

eMarketer: How have your marketing and product teams evolved to support your company’s transformation from media company into marketplace?

Dhanusha Sivajee: [To accomplish] our transformation into a marketplace and our company goals, both product and marketing are joined at the hip. We actually have lined up KPIs [key performance indicators] and organized ourselves into squads whereby marketers, product leads and engineers are all working collectively on key product areas and company goals.