Chewy’s growth has been nothing short of meteoric. Since its inception in 2011, the company has expanded into new markets, experienced an acquisition and gone public. And when a company sees growth along these lines, its brand awareness needs to scale along with it.
Chewy was well known among pet lovers — but, even as it became a household name, it was lesser known in the tech world as a company with exciting tech-first job opportunities. When expanding into Boston, Chewy focused on reaching and appealing to qualified technologists within the community.
“We wanted to be known, and we wanted to be known in the right places,” says Phil Reese, Chewy’s director of talent acquisition for technology. Reese strongly believes that branding is a must — and not just for the consumers of its products and services. “We wanted to develop a brand independent of the idea that only being a pet owner means you know Chewy.”
To achieve that objective, Chewy looked to Built In. “Having a partner that helps create and evangelize the brand is super important,” Reese says. “I don’t think a business can thrive long term without having a really good brand strategy.”