Angi Recruits a New Marketing Chief After Brand Overhaul

Starting on September 7, Dhanusha Sivajee will take on the role of Angi’s Chief Marketing Officer.

At the online home services platform (formerly known as Angie’s List), Sivajee will oversee the company’s brand marketing vision, strategy, and execution after its recent brand transformation.

She is an experienced CMO and most recently held the role at The Knot Worldwide (previously XO Group) and AOL Brand Group before that. Sivajee also held senior-level marketing and content development positions at both Bloomberg and HBO.

In Angi’s announcement, CEO Oisin Hanrahan called Sivajee “the kind of passionate leader Angi needs to chart the future of the brand.”

Hanrahan went on to say, “Dhanusha’s track record in building strong, engaging consumer brands make her the perfect leader to continue the transformation of Angi from Angie’s List. She understands how to build a world-class, modern brand that reflects our values and resonates with homeowners and pros.”

Angi officially rebranded itself earlier this year to separate itself from the “list” part of its brand, expressing that customers were confined and constrained by the literal nature of the name. The company instead hopes the March 2021 name change will convey that it is a full-service home improvement booking and payment platform, not just a digital directory with reviews.

Sivajee added, “We are in the unique position to take this incredible demand and continue to increase brand awareness and education amongst both the homeowners who need it and the pros who drive it. It is so exciting to be joining the leading brand in the space as it continues its unparalleled growth and transformation.”