Cincinnati-based online estate sales company Everything But The House tapped Mandana Dayani to be chief brand officer at the same time the company disclosed the close of a $30 million Series B round.

The funding brings the company’s total raised to date to $43 million and follows its Series A closed in November. Greenspring Associates led the round, which also included Greycroft Partners and Spark Capital.

The company, which provides an online platform for estate sales, said it plans to focus on growth in the U.S. market along with hiring.

Dayani, one of those key hires, is the former vice president of Rachel Zoe Inc. where she focused on building the company’s brand. It’s a similar role she’s taking on at Everything But The House.

The company plans to open a Los Angeles office, which will be built and overseen by Dayani, who is also responsible for leading a Web site redesign and launching the company into mobile. She officially started Aug. 3.

The company is also applying a more edited eye to items placed on the site, with Dayani focused on curating the vintage accessories, fashion and other items available for sale.

“I am very passionate about the home space and was really impressed by [president and chief executive officer] Andy Nielsen’s enthusiasm and vision for EBTH,” Dayani said in a statement. “Our company has an entrepreneurial environment that fosters rapid growth and progressive thinking. I knew immediately that this would be an incredible opportunity to learn from such a brilliant team and to utilize my past experience to help optimize our user experience and enhance our brand profile.”



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