The People of Procore: Danielle Edberg, Senior Manager of Industry Advancement

In this series, we spend time getting to know some of the people who make up the Procore culture.

Danielle has been with Procore for just over five years, regularly taking on new challenges and opportunities at Procore. She is now a part of the Procore.org team, leading Procore’s Women in Construction initiative as a Senior Manager of Industry Advancement.

How has working at Procore shaped your career path?

I was introduced to Procore in 2013 by our CEO, Tooey Courtemanche, while I was participating in a university startup competition. At that time, I was marketing for a natural foods company and ready to try something new, so I took a job at Procore as the second member of our marketing team. I recognized early on that to succeed at a construction tech company I needed to learn about the construction industry and how our technology is developed. I started educating myself by talking to the leaders of different Procore departments. In doing so, I spotted a disconnect between the way we were communicating the product we were building and the product we were selling. I saw an opportunity to make an impact on Procore, so I pitched the idea for a new team called Product Marketing and became Procore’s first Product Marketing Manager.

I’ve continued to grow with Procore over past five years, taking on new roles and tasks to expand my skills. My latest career challenge is leading Procore’s Women in Construction initiative. Working at Procore has given me the opportunity to build my own path with a company that provides tremendous value to people who work in the global construction industry.

Tell us more about Procore’s Women in Construction initiative.

In early 2017, I was working as an Account-Based Marketing Manager, which gave me the opportunity to attend trade shows and industry events with Procore regularly. In November 2017, a colleague and I participated in a conference for women in construction where we spoke with amazing people from across the construction industry. During the conference, we realized there was an industry gap: the pipeline of women entering, staying, and being promoted within the construction field.

As a tech company in construction, we knew we could provide value here. We started with the question of, “What can we do to build a better network for a global industry?” From there, Procore’s Women in Construction initiative was born. We piloted the program at our 2017 Groundbreak conference, and it received such a positive response that I pitched it as my full-time job.

Where is Women in Construction now and where is it going?

In October 2017, we launched the Empower Series and worked to expand it over the past year. This series encourages conversation about the future of construction, building diverse workforces, and the industry's labor challenges. We wanted to share the stories of individuals and companies making a difference in this gender gap, and wanted to bring men into the conversation. One of my highlights during the start of this initiative was receiving a message from a young woman interning at NASA who attended our October 2017 Empower Series in New York. As an intern, she had flown out from Florida to attend and thanked us for the event and the opportunity to interact with inspiring women across the industry. This brought me a lot of pride in the work we do.

Right now we are busy preparing for Procore’s Groundbreak 2018, taking place in November. I am also working on a continuing education course offering on these topics and always thinking of new ways to expand our efforts. I see Procore making a difference as our Women in Construction initiative grows and I am proud to be involved in this mission.

What do you enjoy most about the Procore working environment?

The Procore values of openness, optimism, and ownership are ingrained in our culture. Individual employees and the company at large live by these values daily. The value of ownership is especially important to me because it lends to a flexible working environment. I travel a lot for work, and that means I’m often completing projects outside the traditional 8:00am - 5:00pm working hours. There is a universal trust and respect around people knowing the best way to get their work done. This allows for flexibility and autonomy in deciding how that looks for you.

Tell me a story of something that’s happened at Procore that you don’t think would happen elsewhere.

My professional development is one of my favorite stories about working at Procore. I was able to identify a way to improve the company, which could happen anywhere. The differentiator was, Procore listened as I pitched a solution, and supported me in turning that idea into an entirely new role. This is what makes Procore so unique. The leadership at Procore is accessible and open; they don’t assume they always know the best way to tackle challenges and genuinely look to their teams to define these strategies, while providing the resources to execute successfully. I am proud to be a part of an organization that is not only changing the way our world builds, but that encourages employees to take a lead role in the growth Procore. I look forward to helping push our movement forward.

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