/ Life

Caitlin’s Passion for Content Marketing Led Her to Procore

Welcome to the Life at Procore blog, where we shine a light on Procorians across the globe who are living our values and helping us build a better world together. They are Groundbreakers in every sense of the word and these are their stories.

Today’s post features Caitlin, a content marketing manager, based in Sydney, Australia, who meets challenges head-on and continually looks for creative ways to help scale Procore’s brand in the Asia-Pacific (APAC) region.

Where are you from, and what Procore office do you work out of?

I was born and raised in Sydney, Australia, and I’m proud to still call it my home today. I currently operate in a hybrid work environment, so I work three days in the office and the other two from home. We just opened our new office space in Sydney’s Central Business District, and it’s been really great to be back and see everyone face-to-face. I missed the in-person interactions such as the morning coffee runs and kitchen break chats.

What do you do at Procore

I’m the APAC content marketing manager, so my role spans Australia, New Zealand, and Asia. We’re an agile and fast-growing team, which means I have my hands in a lot of different projects at any given time. Though content marketing is my main focus, I also do brand marketing, PR, corporate communications, and support the field and digital teams. The breadth of my role expanded as the APAC Procore office grew and the demand for a localised content strategy was seen. I’m actually one of the longest-tenured members on my team, and I love how dynamic my role has become.

What is your favourite part of your role?

Being in a multifaceted role on the marketing team, no two days are the same. One day I could be working to launch a thought leadership report and the next I could be producing video content. My favourite part of the job is finding new and creative ways to reach our audiences. I’m really driven by challenges, and this role has consistently pushed me to grow a lot over the last three and a half years. When you’re in an international office, you can sometimes feel disconnected from your coworkers overseas. To bridge the gap, we regularly share knowledge with the teams in the United Kingdom (UK), Europe, Middle East, and the United States, which helps unite us as a global team.

One thing I love about Procore is that everyone is so willing to give you their time and expertise, which is something I’ve never experienced in past jobs. We’re all working toward one goal—to improve the lives of everyone in construction—and regardless of their role, everyone goes above and beyond to do that together. I think that’s incredibly powerful and part of why Procore is a high-performing company.

Caitlin and the team filming at the Procore Sydney office.

What brought you to Procore?

A huge part of my content marketing career is learning about various subject matter and finding innovative ways to create compelling content to promote it. What drew me to this role and to Procore was that even though I had no experience in construction or technology from a content marketing perspective, there was a lot to learn about the industry because it’s so complex. The opportunity to get stuck in, understand the nuances of the industry, and learn how to craft customer-centric content really sparked my interest.

The Procore interview process was also a major deciding factor for me. The first thing my manager asked me was, “What do you do for fun?” It kind of took me aback because usually in an interview you’re ready to talk through your past performance and what you’ve achieved in your career. This made me realise that my manager really wanted to get to know me as a person first. This has been my experience with everyone I’ve worked with at Procore—they really care about getting to know their coworkers on a personal level. To sum it up, it’s essentially the human element and the culture that brought me to Procore, and I know everyone says that, but it really is a powerful thing in our business.

Who or what inspires you in your career?

My twin brother, Ronan, is the person who inspires me most in my career. We both studied very different things at university—I studied media and communications, he studied commerce—yet we still landed in similar professions. He now works in brand marketing for the BBC in the UK  and I’ve made a career for myself in content marketing. While he’s halfway across the world, we are still very close and I rely on him a lot for career advice. He’s a very tenacious person, but he does it with absolute kindness and people really love him and respect him for it. He’s also wildly creative and I love to hear about the new things he’s up to in his career. Ronan is a huge supporter and being in the same stages of our lives means we regularly rely on each other. Not a lot of people understand the twin relationship, but it’s a special bond that we share.

Caitlin with her twin brother, Ronan, and dog, Ringo.

What’s next for you at Procore?

Over the last three plus years, I’ve worked really hard with my team to build Procore’s brand in the Asia-Pacific market as not only a software vendor, but also a thought leader in the construction technology space. We’re seeing great results at the moment and industry leaders are now turning to us for research information and data, which is so powerful. What I think is next for me at Procore is working to build an in-region content marketing powerhouse that pushes the boundaries of what’s possible.

What is your reaction to being called a Groundbreaker?

I feel very honoured and flattered to know that’s how the business perceives me. The term originally developed as a way to honour people in the construction industry and Procore’s customers. I hope I can continue to make a mark in content marketing for Procore and inspire others to break ground in their roles as well.

How do you like to spend a day off work?

I’m a really active person, so most weekends you’ll find me doing long coastal walks with my husband or attending a fitness class with friends. I love the beach and when the sun is out in Sydney, I can’t help but get outside. I also believe in learning new things outside of work, so I’m currently in training to become a Pilates instructor.

What is the best career advice you have ever received?

Throughout my career, I’ve had managers I’ve loved and admired and some that were more challenging to work with. When I would go home, I would vent to my dad about my work day and he always said, “Just remember how it feels to be treated this way by your manager and when you’re in that position of leadership and mentorship, treat others the way you would have liked to have been treated.” It’s the kind of advice you’ll always keep close to your chest throughout your career. Even in my role now, working with new people from different places, cultures and backgrounds, I’m always reminded of my dad’s advice. It keeps me aware of how I’m treating people and how I’m making them feel.

What is your joy?

My husband, Francois. We got married this year and it's been really fun navigating the first few months of marriage together—planning future travel, growing a veggie patch, thinking of ways to build our home, etc. We also really love cooking and hosting our friends at our place. My dog, Ringo, also brings me a lot of joy because he’s the best company and loves cuddles. I love spending time with my mum and dad as well. I didn’t get to see them much during the pandemic, so we’ve been making up for lost time.

Caitlin with her husband, Francois, at the Formula 1 Grand Prix in Melbourne.

How does Procore support your values and the change you'd like to see in the world?

Procore’s mission to improve the lives of everyone in construction is something that really inspires me. Working in a business that strives to make lives better encourages me to do the same for myself, my family, my friends, and my community. It’s really nice and quite unique to work for a company that does this.

Additionally, the volunteer opportunities we have at Procore are incredible. Before the pandemic, Procore would set up an annual volunteer day at one of Sydney’s beaches to help teach disabled people how to surf. It was one of the most rewarding experiences I’ve ever had and it’s an opportunity that I would not have had, if not for Procore. The fact that Procore encourages its employees to take time off to give back, pursue their personal philanthropic passions, and improve their communities is something that makes me proud to be a Procorian.

Any tips for future Procorians?

Learn to work in the shades of grey and expect things to change. We’re a hyper-growth business, so be prepared for unexpected opportunities. It’s hard work—I’ve probably never worked as hard as I do here—but it’s also really exciting and rewarding. When you’re working at Procore, you're helping to break ground and do something that others might have not done before in their region or department. I think it’s important to make your mark and that’s something I’ve really come to love about my role—that I’m helping to build an entirely new function.

When it comes to the interview process, my advice is to be yourself and share your interests outside of work. Showing that you have passions and hobbies beyond your role is something people really celebrate here at Procore. They encourage you to do things outside of business hours, whereas I find a lot of other businesses can be more strict about this for fear that it might detract from your work. At the end of the day, I think it actually adds to who you are as a person and makes you a better employee.


A big thank you to Caitlin for chatting with us and sharing her story!

We’re always looking for Groundbreakers like Caitlin to help us continue to improve the lives of everyone in construction. Come explore a career with Procore today or join our Talent Community to stay connected.