Demand Media announced that it has filed a Form 10 registration statement with the SEC in preparation for the spin-off of its domain services business, which it recently announced would be called Rightside.

“The Form 10 filing marks another key milestone for the planned separation and spin-off in 2014, as we have steadily been making progress in establishing Rightside as a leading player in the domain name services industry,” said Shawn Colo, Demand Media’s Interim President and CEO who will also be a Director of Rightside following the separation.

Rightside also announced that it has hired a new CFO and Head of Marketing – Tracy Knox and Kelly Johnson respectively.

“We are excited to welcome Tracy and Kelly to the Rightside team. They will play important roles in helping to accelerate company growth and build brand awareness,” said Taryn Naidu, who will become CEO of Rightside. “Each brings a wealth of experience, innovative thinking and strong leadership skills that will prove invaluable at a time when we are bringing to market our first new gTLD extensions. They will round out the seasoned executive team in place today and be an integral part of our success as we help usher in this new era of the Internet.”

Knox will lead the company’s financial operations including accounting and financial reporting, treasury and investor relations. Johnson will oversee all marketing and strategic branding efforts for the Rightside brand.

Image via Rightside