Thumbtack's New Head of Marketing Sets Her Sights on Customer Experience

Home management platform Thumbtack has built momentum this year, and to keep the brand going in the right direction it's hired Amanda Reierson as head of marketing. Reierson brings more than 20 years of experience to the role, most recently as chief growth officer at Farmers Insurance, where she led the company’s digital transformation and media strategy, bringing thousands of insurance agents online. She'll do much the same at Thumbtack, helping small and mid-size businesses lean on digital channels to grow at a local level. Reierson, who has been in the role since early August, was drawn to Thumbtack by the company's focus on how clients work with the platform. Why ThirdLove Is No Longer Marketing an ‘Anthem About Female Empowerment’ "Thumbtack is built on technology and the customer experience, which is so important as a foundation as a marketer in order to really get the word out," Reierson told Adweek. "And so all those things really contributed to my decision to take the role." Downs and ups in the pandemic The early stages of the pandemic were tough on the home services industry, as people limited their contact with others. Thumbtack struggled early, laying off 250 employees in late March 2020. "Like many, Covid tested us," said Thumbtack CEO and co-founder Marco Zappacosta. "In Spring 2020, when the whole world went on pause, we saw customer demand drop substantially. And there were real fears about how long this would last and the impact it would have. But once homeowners became more comfortable with health and safety measures, they began starting new home projects much faster than we had anticipated." In June, the company announced a $275 million investment at a valuation of $3.2 billion. Revenue grew 50% from June 2020 to June 2021, with 5 million customers using the platform in the last year. Pros will earn $2 billion on the platform this year, according to Zappacosta. The brand has also invested in itself, acquiring home management company Setter in 2020. This year, it created Instant Book, which allows homeowners to book a pro and the required service immediately. Taking Thumbtack to another level With home services being a $500 billion industry, Zappacosta sees a sizable opportunity for Thumbtack. "The more we understand that space and talk to customers, the more we appreciate how big and broken it is," Zappacosta said. "We think there's an enormous opportunity for a digitally native solution that partners with homeowners to take care of their homes." In terms of challenges, Thumbtack faces a crowded home services market with several competitors including Angi, Houzz, Yelp and Porch Group. "It's a cluttered world," Reierson said. "And it's really important to be able to break through and talk to customers in a way that resonates with them." Earlier in her career, Reierson oversaw advertising marketing at Yahoo! and held other marketing roles at DirecTV and The Los Angeles Times. In her new role, Reierson will focus on making Thumbtack into an unforgettable brand. "My vision is to make Thumbtack a household name," she said. "We're growing faster than anyone in this space, but there's still more we can do to become a part of the fabric of a homeowner's life in a way that other companies have done for shopping and other categories. That is why I'm here." This Faux Pop-Up Bakery in Boston Displayed Cupcakes Laden With Rusty Nails and Scorpions