Brand Measurement | Content Strategy | Competitive Intelligence | Growth Marketing
Email: domcjackson@gmail.com | LinkedIn: linkedin.com/in/domcjackson | Location: Denver, CO
I've spent more than 10 years working across brand, content, demand generation, paid media, and marketing technology. At Procore, my focus has shifted toward brand strategy and measurement: building stronger programs and finding better ways to understand whether they're working. I've built our first global brand measurement framework, launched our first interactive content program, and launched our first podcast. I'm at my best when I can take an idea from an unanswered question to a working program, then use the data to make it better.
Procore had no unified way to measure brand or track competitors across markets. I identified the need for a unified global approach, led the BlueOcean evaluation including the RFP and contract negotiation, established the brand KPIs, and built a 10-metric framework rolled into Procore's first unified Brand Health Score, reported monthly across four regions. It replaced roughly $25,000 to $35,000 in survey spend and now informs brand investment, regional planning, and competitive response.
Customer and audience insight lived across different sources, making it hard for marketers to find useful evidence for campaign planning, messaging, positioning, and audience questions. I built an internal AI-powered customer-insights application spanning Google Apps Script, Gemini, API integrations, internal survey data, customer feedback, structured retrieval, and evidence and source controls, along with the interface itself. Users can ask persona and competitor questions and get an answer that shows which evidence it used.
Procore was spending roughly $900K a year on research content that mostly ended up as static PDFs, with little visibility into what anyone read. I identified the measurement gap, evaluated Turtl, built the business case, presented it to the CMO and VP of Brand, and led the rollout. The Future State of Construction report became a digital experience with video and other Procore content built in, and we could see reading behavior chapter by chapter (over four minutes on Decision-Making, more than three on Workforce). That data and audience research shaped the Culture Playbook, and my comparison of North American, UK, and Australian audiences helped support regional versions.
Three teams were planning against Procore's five-year NYSE anniversary separately. I worked the brand and content side, writing creative briefs and planning across the bell-ringing ceremony, the CNBC interview, the Times Square billboard, and the CEO podcast episode so all of it told the North Star story. I also wrote the company-wide announcement so employees and account teams had the same talking points. The video kept getting used long after the anniversary window closed.
Visitors landed on the site, stayed about a minute, and left, and sales answered the same basic questions on every call. I pulled the real questions from sales and customer success and built LaborChart's first FAQ page around them. Bounce rate went from 40.60% to 16.19%, average session from 1:12 to 6:34, and pages per session from 1.78 to 8.46. In the same role I managed $200K+ per month in Google and Meta media, reduced CPL from $180 to $145, built Salesforce nurture programs that lifted lead-to-opportunity conversion 18%, improved email engagement 25% through segmentation, and implemented the Meta Conversions API through AWS.
I launched The Power of Construction from the ground up and owned production and distribution coordination, promotion, episode pages, creative templates, web content, transcripts, reporting, and platform evaluation. 50,000+ downloads across 27 episodes. Episode pages averaged 4 to 8 minute sessions against a 1:16 site average, with account-level listener insight and a lower-cost production model.
Brand Strategy, Brand Measurement, Competitive Intelligence, Content Strategy, Content Measurement, Campaign Strategy, Podcast Strategy, Performance Marketing, Demand Generation, Marketing Analytics, Marketing Technology
BlueOcean, Turtl, Knotch, GA4, Adobe Analytics, Tableau, Looker Studio, Salesforce, Marketo, HubSpot, ZoomInfo, Contentful
I lead brand strategy and measurement across North America, UK and Ireland, and Australia and New Zealand. I built Procore's first brand measurement framework on BlueOcean, which is now how brand health and competitive movement get reported globally. I own the Turtl interactive content program, and I contributed to the NYSE five-year anniversary campaign across the bell-ringing ceremony, the CNBC interview, the Times Square billboard, and the CEO podcast episode.
I audited and organized 1,000+ content assets into a taxonomy by audience, theme, product, and type. Duplicate creative requests dropped about 30%. I also ran the evaluation that led to selecting and implementing Knotch, which connected content performance to pipeline for the first time.
I managed $200K+ a month in Google and Meta media and brought CPL from $180 to $145. I implemented the Meta Conversions API and built Salesforce nurture programs that lifted lead-to-opportunity conversion 18%.
I grew digital solution adoption 30%+ year over year across franchise networks including Honda, Ford, Jaguar Land Rover, Jiffy Lube, and Serta, and built the HubSpot workflows behind lead qualification and MQL handoff.
I co-founded a direct-to-consumer beach towel brand and owned brand identity, Shopify, paid social, and influencer partnerships. $50K in revenue over 18 months, profitable by month six, with coverage in Travel + Leisure.
I sold and managed search, social, display, and web programs for 400+ local businesses, with the lowest client churn rate in the company.
If you have a brand, content, or measurement problem you are working through, I am happy to talk it over.
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