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Waltham, MA, July 24, 2014 – (NYSE: CRCM), the world’s largest online destination for finding and managing family care, announced today that it has named Caroline Sheu Chief Marketing Officer for the Company. The announcement was made by Founder and CEO, Sheila Lirio Marcelo to whom Ms. Sheu will report.

As Chief Marketing Officer, a new position at, Ms. Sheu will be responsible for developing and executing a comprehensive marketing strategy that draws on both data-driven marketing metrics and emerging media trends to drive business growth and customer engagement, and enhance the brand equity. Specifically, Ms. Sheu will oversee outbound marketing and member communication; acquisition and retention marketing; product marketing; online and offline advertising; event marketing; creative design; public relations and communications; and overall corporate positioning and branding.

In making the announcement, Ms. Marcelo said, “We are taking another major step toward addressing our unique and expanding market opportunity. Caroline is a world-class marketer who has helped some of the best known consumer brands grow products rapidly in an increasingly competitive digital and mobile market. Her expertise in developing marketing strategies across paid and organic channels aligns with our focus on penetrating a massive market opportunity of 42 million US households across our family-focused platforms. Each of our businesses will benefit from Caroline’s expertise and our investment in the brand.”

Ms. Sheu said, “ has led the market in innovation and I’m excited to play a role in the Company’s next chapter of growth as it continues to scale and expand its breadth and scope.”

Ms. Sheu joins from Disney Interactive where she had served as Head of Global Marketing since July 2012. During her tenure at Disney, she launched seven #1 iPhone apps, and the console and toy game, Disney Infinity, among many other accomplishments. Prior to Disney, Ms. Sheu spent two years as Vice President, Global Marketing for Sony Network Entertainment, the Sony division charged with delivering digital entertainment content to all of Sony’s Internet-enabled devices. Earlier, Ms. Sheu held various senior marketing positions during five years at Electronic Arts. Ms. Sheu’s career began with roles at both Adobe Systems

and A member of the Advisory Board of iProspect, Ms. Sheu received her B.A. from the University of California, Los Angeles (1995), her M.A. from the University of California, Berkeley (1996), and her JD/M.B.A. from the University of Chicago (2000).

About (NYSE: CRCM) is the world’s largest online destination for finding and managing family care. As of March 2014, the Company had 10.7 million members spanning 16 countries, including the United States, the United Kingdom, Canada and parts of Western Europe.’s web and mobile platforms enable families to connect to care providers and caregiving services in a reliable and easy way, while also helping care providers find meaningful work. Through its consumer matching platform, tools and resources, allows families to make more informed hiring decisions. The Company also enables families to pay caregivers electronically online or via mobile device and also subscribe to HomePay to manage their household payroll and tax matters. As a further extension of its marketplace for families, also sells curated products for children, through Citrus Lane, the leading social commerce platform designed for moms. In addition, serves hundreds of thousands of families whose employers provide access to’s consumer matching platform, as well as backup dependent care, as a corporate benefit through the company’s Workplace Solutions unit.

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Meredith Robertson
Director, Corporate Communications,

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