AMY BOHUTINSKY has been the powerhouse behind Zillow’s brand since the company’s inception in 2005, and she’s the only marketing executive to make our list. At Zillow she has built the marketing and communications teams from the ground up and taken the company from an unknown startup to the market leader and a household name.
Today, Zillow has nearly 90 million unique users visiting Zillow’s mobile applications and websites, representing 36% year-over-year growth. In the past three years, Zillow has acquired eight companies, and Bohutinsky oversees the branding and marketing strategy for all of them. Zillow recently announced its intent to acquire Trulia in a $3.5 billion all-stock sale, which adds more complexity to Bohutinsky’s role.
“Amy has always been on the cutting edge of marketing, taking risks and never hesitating to try new things,” a spokesperson with Zillow said. “With essentially no marketing budget when Zillow launched, Amy was tasked with building a brand using only PR and word of mouth.”
Bohutinsky’s strategy emphasizes direct communication with consumers, including making a strong emotional connection with Zillow’s audience. Her influence is reflected in everything from recent television ads to on-going conversations she and her team have with millions of Zillow users via social media. This was especially evident in Zillow’s event with President Obama in 2013, whereby Zillow facilitated and broadcast a direct conversation with Zillow users and the president.
Outside of Zillow, Bohutinsky advises numerous startups and entrepreneurs. She is a mentor with Seattle TechStars, a startup accelerator, which she became involved with last year. She also regularly hosts and speaks with groups advocating for more women in tech and leadership positions. Bohutinsky also serves on the board of directors of Avvo.