Web.com, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Web.com, Inc., headquartered in Jacksonville, FL, is a leading provider of online marketing services for small businesses, offering a wide array of solutions that make it fast, easy, and cost-effective to attract and convert new customers on the web.
|Main Telephone||(904) 680-6600|
|Main Fax||(904) 880-0350|
Web.com, Inc. ContactsContacts (5/16)
|Roseann D.||Executive Vice President & Chief People Officer||FL|
Sample of Associated Brands
|David B.||Chairman, President & Chief Executive Officer||FL|
|Kevin C.||Chief Financial Officer & Executive Vice President||FL|
|Mary K.||Senior Vice President, Marketing||FL|
|Alexander R.||Senior Vice President, Sales||FL|
|*****.***||*** *****||creative, digital, media buying & planning, social||2012||present|
|******* *********||*** *****||creative, digital, media buying & planning, social||2012||present|
|********** *******||*** *****||creative, digital, media buying & planning, social||2012||present|
|***.***, ***.||*** **************, ***.||creative||unknown||present|
|***.***, ***.||*** *****||creative, digital, media buying & planning, social||2012||present|
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Score 79 - Account in Jeopardy: Web.com hires new CMO to reach SMBs
Subject: Digital, TV, sponsorship
Company: Web.com, Jacksonville, FL-based provider of online marketing services for SMBs, including website deign
Opportunity: Hired grocery marketing veteran Mary Kellmanson as marketing SVP (CMO function) to lead branding, product marketing, advertising, public relations, corporate communications, and social media. This puts Web.com into
Shops with SMB decision maker engagement expertise should start engaging Kellmanson now, while she's evaluating strategy and potential agency roster moves ahead of next year. An advantage should go to direct response agencies since Web.com is focused on driving higher advertising ROI. In fact, CFO Kevin Carney stated during the Q3 earnings call call that direct response TV investments will continue decreasing because they're not delivering desired return.
Still, Sellers look for Web.com's display budget to remain at their higher levels. Yodle, acquired earlier this year, will be a major part of upcoming efforts to position Web.com as the "leading provider of value-added digital marketing services for small business providers," said David Brown, president and CEO, during the call.
Experience: Kellmanson was CMO at Skeeter Snacks since Sept. 2015. Before that, she held marketing leadership roles at Bi-Lo, Winn Dixie and Wegmans.
Kellmanson succeeds Yodle marketer Dafna Sanoff, who was just appointed corporate marketing SVP this summer but left to become CMO at Intersection.
Media Spend: Total advertising expense was $50.1 million last year, compared to 55.9 million and $64.7 million in 2014 and 2013, respectively, according to SEC docs.
TV Breakdown: About $11 million has gone to national TV ads the past year (see breakdown right), even with spending during the same period a year ago, according to PGA Tour sponsorship.
Digital Breakdown: Web.com's display spending skyrocketed to $23.6 million the last 12 months from $4.6 million a year earlier, per Pathmatics. Since last November, the bulk of this activity has been site direct desktop on youtube.com, which is also running video, and various Yahoo sites. Other top targeted publishers include ebay.com, healthline.com, aol.com, cnn.com and imdb.com.
Senior Vice President, Marketing (CMO function)