Web hosting company GoDaddy has named Barb Rechterman as its first chief customer officer. Rechterman, who has been with the company since its inception in 1997 and currently serves as executive vice president and chief marketing officer, will officially make the transition Thursday, March 5.

"The chief customer role is kind of the next logical step in our evolution," Rechterman says.

The Scottsdale, Arizona-based company, which also handles domain registration, is the latest business to create a chief customer officer role, joining the likes of GM, Allstate, and Dunkin' Brands, which have also restructured their companies' focus around the customer.

Filling Rechterman's role as chief marketing officer is Phil Bienert, who has served as the company's executive vice president of e-commerce for nearly two years. Both Rechterman and Bienert will report directly to CEO Blake Irving, who joined the company in 2012.

The move is intended to bring more "personalization and a better experience to our website and our digital media," Bienert says.

GoDaddy manages 59 million addresses for nearly 13 million customers--the majority of which are small businesses.

Earlier this year, GoDaddy pulled its 11th consecutive Super Bowl ad after drawing criticism across social media for making light of puppy mills. The company is expected to announce an initial public offering before the end of the year that estimates project could raise approximately $100 million and value the company at $4.5 billion.