How do you make a digital marketplace feel human? In this episode of Soul & Science, Jason Harris sits down with Llibert Argerich, CMO of Thumbtack, to discuss the unique challenges of marketplace marketing and why trust can’t just be built through brand—it has to be built into the product itself. From Expedia to eBay and Udemy, Llibert has spent decades building businesses that connect people through technology. Llibert shares how Thumbtack balances the supply and demand sides of its platform—homeowners looking for trusted professionals and pros trying to grow their businesses—and the challenges of scaling hyperlocal trust to a national market. He also explains why the divide between “brand” and “performance” marketing is a false choice, how marketing teams can better align with CEOs and CFOs, and why the strongest brands are built through consistent customer experience. ⏱️ Chapters 00:00 – Intro 01:50 – Llibert’s Path Into Marketplace Marketing 05:45 – Combining Data with Supply & Demand 08:45 – Thumbtack’s Business Model 12:10 – Marketing as a Profit Center 13:30 – How Is Marketplace Marketing Different? 15:45 – Using AI to Connect People 18:35 – Building Trust Into the Product 22:10 – Connecting Marketing to P&L 27:20 – The False “Brand vs. Performance” Dichotomy 28:45 – CMOs Aren’t Magicians 31:25 – Moving to London with One Suitcase 33:35 – Balancing Both Sides of the Marketplace 35:25 – The Soul & Science of Marketplace Marketing Brought to you by Mekanism.