Coastal Capital Advisors

We help people in tech maximize their wealth, optimize their equity compensation, and pursue their dreams.

We believe that investing now with the right plan in place will lead you to reach your dreams, whether that’s taking a year off work to travel the world or an earlier retirement.

Founder & Financial Planner

Procore Technologies

Account Executive I Mid Market

Inside Sales, Enterprise Account Executive

Business Development, Strategic Accounts

I work with large construction managers and general contractors to help their teams become more efficient, collaborative, and ultimately, more profitable

Enterprise Business Development

Procore is a cloud-based construction management software application built for the construction industry professional, striving to make project management effortless, one task at a time. With Procore’s easy-to-use and collaborative software, users can manage their projects at anytime, from anywhere, with any Internet-connected device. Since their founding in 2003, Procore has earned a spot on the Deloitte Technology Fast 500 list and named one of INC.’s 500/5000 Fastest Growing Companies for the third year. For more information about Procore Technologies, or for a free online demo, visit http://www.procore.com.

As a Business Development Representative at Procore, and an expert in the construction software industry, the services I provide are simple:

- Understanding your business, the challenges you face, and your company goals
- Assist prospective clients in gaining a clear understanding of the construction software industry as a whole
- Explain clearly both what Procore DOES, and DOES NOT, do
- Identify the optimal solution based on a company's needs

Business Development Representative

Travel

I traveled to Australia, Singapore, UAE, Turkey, Argentina, Chile, Peru, Ecuador, and various parts of the United States.

I learned how to adapt to unexpected circumstances and devise new plans due to intermittent travel mishaps and unforeseen events.

I refined language and communication abilities through dealings with people from around the world. I learned to use both non verbal and verbal communication to surmount communication and language barriers.

Traveler

Citi

•	Proactively execute integrated sales, service and relationship strategies to support growth and retention of business customers
•	Develop new business relationships, as well as fulfill client needs for existing clients, through segment-based sales plans and communication Citi’s value proposition to achieve revenue growth targets and maximize operating capabilities and profitability. 
•	Act as a trusted advisor to clients and direct them through financial matters by educating and counseling them in order to increase client satisfaction and product engagement
•	Solicit clients actively via telephone, mail, referrals, and high level networking
•	Maintain close contact with clients and provide full customer service, both proactively and on demand
•	Ensure compliance with all legal and regulatory requirements
•	Assist in training of new team members
•	Recognize early warning signs and monitor clients to anticipate changes in risk rating
•	Proactively identify issues and restructure relationships to mitigate potential future risk

Associate Relationship Manager

•	Successfully completed Citigroup’s highly selective 10-week formal Commercial Credit Training program orchestrated by Citi’s Independent Risk organization, consisting of advanced topics in accounting, financial analysis, credit underwriting, and the overall credit process from prospecting to deal structuring
•	 Execute sales, service and relationship strategies to support the Orange County Commercial Banking team’s portfolio growth and retention of business customers with annual revenues between $30 Million and $1 Billion
•	 Underwrite commercial mortgages, term loans, lines of credit and other credit products for middle-market clients
•	Analyze and evaluate the creditworthiness of companies through historical and forecast financial models to determine debt service capacity and financial condition

Business Analyst

AppFolio Inc.

•	Utilized computer knowledge to move client’s data to online format.
•	Daily telephone/e-mail contact with clients to assist them in transitioning to the new software
•	Rewrote and clarified the process for training new hires
•	As a result, this led to increased customer satisfaction by providing timely assistance to clients, as well as an improved training process for new hires.

Implementation Specialist

Meem Media

•	Started a social media management company working with organizations to improve communication through various social media applications
•	Duties include marketing, sales, program design and launch, and remote maintenance of social media programs
•	These efforts led to high customer satisfaction and increased market share for Meem Media

President

From 2016 - 2020, I worked in software sales for Procore, but I was burning out and I felt stuck.

So in 2020, I decided to walk away from my high-paying tech job.

But, before I did, I had a hunch.

I believed tech employees (and Procorians specifically) were ignored by the financial services industry. 

While the industry wanted to serve retirees who had already made it with big portfolios, there are a large number of high income tech professionals in my generation that want and need planning now, not in 20+ years.

So we launched Coastal Capital Advisors in early 2020, and now I build financial plans for Procore employees and their families so they can avoid the burnout and become work optional.

And the results have been pretty fantastic.

Since then, I've helped Procorians:

→ make decisions around their Procore equity
→ navigate their Procore benefits
→ optimize their cash flow 
→ maximize their 401(k)
→ buy houses 

If you want to learn more about how we work with Procore employees, there's 3 ways I can help you.

1) THE TECH FINANCIAL PLANNING NEWSLETTER

Join 1,100+ tech professionals getting a 5-minute (or less) email on the 1st and 3rd Saturdays of each month about financial planning, taxes, investments, and company stock

→ GO HERE: https://mailchi.mp/fd781696f237/tfp-landing-page

2) THE FINANCIAL PLANNING FOR PROCORE EMPLOYEES WHITEPAPER

Many of our clients are current and former Procore employees.

As a result of this experience, we've attempted to point out the unique financial circumstances and opportunities that Procore employees face.

→ GO HERE: https://mailchi.mp/751de6c609df/procore-whitepaper

3) WORK WITH ME 1:1

You'll need 4 things to build your successful and secure financial plan

▪️ 𝐄𝐪𝐮𝐢𝐭𝐲 𝐂𝐨𝐦𝐩 𝐏𝐥𝐚𝐧𝐧𝐢𝐧𝐠 - Make the most of your company stock
▪️ 𝐒𝐚𝐯𝐢𝐧𝐠𝐬 𝐏𝐥𝐚𝐧 - Make sure you are saving the right amount and using the right accounts
▪️ 𝐈𝐧𝐯𝐞𝐬𝐭𝐦𝐞𝐧𝐭 𝐏𝐥𝐚𝐧 - make sure you're set up in a way that fits your larger goals
▪️ 𝐓𝐚𝐱 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 - Pay the least amount of tax over your lifetime

Want to get started?

→ GO HERE: https://calendly.com/joe-marshall-cca/get-to-know-meeting

Joe Marshall

Since September, I’ve met with 59 tech professionals. Here are the 5 biggest “tax thieves” I keep seeing - the ones quietly stealing money from people, and they don't even know they've been robbed. 

1) Only thinking about AMT when you exercise stock options
Most people only consider AMT at exercise (if they consider it at all). But AMT affects both exercising and selling.

Here’s the issue:
- Selling stock options triggers two tax calculations: regular tax and AMT
- Most people only think about the first
- If you ignore AMT, you could overpay, and you might miss out on using AMT credit

AMT is a full-journey tax. It matters from exercise to sale.

2) High-income earners incorrectly contributing to IRAs or Roth IRAs. This one is sneaky.

When your income is above IRS limits, direct IRA or Roth IRA contributions get tricky, and you have to follow the rules / steps correctly, otherwise you're creating a big mess.

Plus, you might pay tax twice on the same money, or you might have to unwind the contributions.

3) Inefficient investments - most people have no idea this is happening.

Typically I see this with a big, actively managed mutual fund. Typically something a grandparent told them about, or an old advisor. The problem is that these funds can kick off large capital gains distributions every year, no matter how the fund did that year (up or down).

So you're being forced to pay taxes, even if you didn't do anything. 
 
And most of the time these funds are also more expensive than simpler alternatives.

4) Not reporting cost basis correctly on company stock

RSUs, ISOs, NQSOs all have different basis rules. If basis is reported incorrectly (and it often is), you end up paying tax on income you already paid tax on.

I see this constantly: someone sells their RSUs, they report the wrong basis, and suddenly the IRS thinks they made a huge gain.

Fix the basis.
Report it correctly.
Save yourself the unnecessary tax bill.

5) Selling company stock randomly. Most people just… sell whatever shares they feel like. Or show up first. Or whatever advice they heard on slack. 

A better approach is actually planning for your sale than reacting to the stock price. 
- typically, prioritize lots with the smallest gains
- but when selling ISO shares and factoring in AMT credit, more strategy is required.

---
Tax planning isn’t always the “secret strategy” you saw on TikTok (that might also be fraud, or at the very least, a terrible fit).

Most of the real savings come from ruthlessly executing the basics correctly and making sure you’re reporting everything properly, in tandem with a good tax preparer. Especially when equity compensation is involved.

These aren’t theoretical ideas.

They’ve saved clients tens of thousands of dollars, and in one case, more than $200,000.

If you work in tech and have equity, this stuff matters.
A few small mistakes add up.
One big mistake can send you sideways.
A few smart moves can pay for themselves many times over.

I exist so tech professionals don’t have to stress about money. I plan for them. I Founder @Coastal Capital Advisors I Girl Dad

Pigment

At Pigment, we’re on a mission to help business teams plan, make decisions and adapt to change.

We do this by bringing together people, data and processes into an intuitive, adaptable, integrated platform, so that teams can quickly build trusted strategic and operational business plans. With Pigment, they can drive growth, react to change and future-proof their business.

Industry-leading companies like Klarna, Figma, Airtable, PVH and Webhelp trust Pigment every day, allowing them to make confident and accurate decisions.

Customer Success Advocate

OpenSpace

At OpenSpace, we’re using cutting-edge technology - think the perception and navigation AI systems used in self-driving cars - to allow people out in the real world to efficiently capture their work, analyze it, and get things done. We’re building virtual time machines for every job site.

I helped lead an international team of Customer Success Managers in the EMEA and APAC regions. I was also responsible for partnering with our strategic enterprise customers in EMEAI - these are the companies driving change in the construction industry and pushing the adoption of new and improved ways of building.

Customer Success Team Lead - EMEAI & APAC

As a construction-focused product, we design and build our product with a focus on the industry building our everyday world and how we can improve the lives of all the people making that happen.

From the personal learning experiences and growth of being a partner in our emerging market, I transitioned to our Mid-Market segment to continue the progress we've made on our mission and vision as a company. As a construction professional, the self-perform aspect of the industry I came from has many operational challenges and hurdles to overcome. The challenge ahead of me now is understanding how our clients need to adjust and help establish processes to be proactive about risks and opportunities for their business.

Customer Success Manager, Mid-Market

As a Customer Success Manager, I focused on the emerging market, Small and Medium-sized businesses. With experience in the construction industry and a love for the various trades, I learned how these businesses functioned and what made them unique in a world with many competitors. By telling me about the challenges these companies experienced, I can understand how to be a partner as they grow their business in a new and transformative way with technology.

Customer Success Manager, Emerging

Webber

Assigned to the team that helped build the Manor Expressway Phase III project in Manor, Texas. The Manor Expressway Phase III project was a $71.2 million new construction bid/build project designed to ease traffic at the frontage road intersections by building two tolled flyovers and one non-tolled flyover. The project consists of new bridges, retaining walls, and new ramps.

Project Engineer

Superior Construction

Assigned to the team that helped build the I-10/US 301 Interchange project in Jacksonville, Florida. The I-10/US 301 Interchange project was a $65.9 million reconstruction bid/build project designed to accommodate the increased truck traffic that travels through the interchange, causing traffic congestion for the traveling public. The new interchange project consists of new ramps and bridges that utilize Florida I-Beams and a specialty engineered 2-Stage MSE wall design.

Assistant Project Manager

PCL Construction

Assigned to the team that helped build the Flagler Memorial Bridge Replacement Project in West Palm Beach, FL. The Flagler Memorial Bridge Replacement Project was a $97.6 million bascule bridge replacement design-build project that consisted of a complete replacement of the existing bridge with a new four-lane divided bascule bridge. During my time at the project, I had the opportunity to work on the substructure, superstructure, and demolition activities. A basic summary of those activities includes the footings, columns, caps, retaining walls, approach slabs, bridge deck, and the demolition of the existing superstructure and substructure.

Field Engineer

Assigned to the team that helped plan for the $23.4 million Jimmie Davis Rehabilitation project during the pre-construction planning phase and project start-up.

Responsibilities:

- Drilled shaft's testing, concrete orders, concrete trucks, and vibration monitoring. 

- Concrete Tickets per spec and concrete within the allowable slump, air and temperature. I also designed a quality control checklist to keep track of other important information throughout the concrete pours to be used for data keeping.

- Contact and draft subcontractor contracts for pedestrian and traffic railings for the entire project.

- Attend weekly meetings regarding engineering, superintendent, and staff. Also attended monthly safety meetings.

Field Engineer Intern

Responsibilities:

- Use On-Screen Takeoff and AutoCAD for concrete piles, concrete footings, and cut and fill's for the neat and sloped volumes to determine quantities for various jobs. 

- Efficiently work on AutoCAD to model in 3D to determine surface areas and volumes of complex structures otherwise very hard to compute by hand calculations. 

- Develop Excel spreadsheets to compute total quantities for the takeoffs in On-Screen Takeoff. 

- Work with subcontractors and vendors for submittal of quotes for upcoming bids. 

- Participated in Toastmasters lite to improve my leadership abilities and techniques to be concise and clear when speaking in meetings or presentations.

Estimating Intern

Survey Department:

- Staked out work requests including fences, ponds, footings, falsework placements, columns, and a property-line.

- Alignment of bridge segments on End-spans prior and after being stressed. 

Segment Erection:

- Quality Control for span by span/Cantilever erection of segments, stressing of continuity tendons, stressing of span tendons, stressing of PT-bars, and glueing of segments with epoxy.

- Transmitting paperwork of material delivered or quality control to CEI for processing and documentation.

CONMED Corporation

Similar to my internship in 2010, I returned for a second internship to join the Manufacturing Engineering Department of the Implants Factory.

- Creation, editing, and implementation of process and equipment documentation

- Manufacturing Cell Set-Up and Organization

- Tooling, Fixture, and Process development

- Data analysis and trending

- Process Failure Modes and Affects analysis

- Manufacturing Materials procurement

- Continuous Improvement and "Kaizen" methodologies

- Daily manufacturing support including interaction with floor personnel and miscellaneous troubleshooting

Manufacturing Engineer Intern

I’ve found a home in Customer Success. 

I get a ton of energy from building relationships with my customers, collaborating with them on their top business objectives, and helping them see sustainable growth in their business. It gives me hope that we’re making a slight difference in the world.

I’m also very process-oriented and love a good challenge, especially when it comes to a technical problem with a data-driven solution. I’d point to my engineering background as the primary contributor and how it has shaped my ability to be a project manager for my book of business.

Outside of work, I value and pursue a life journey of curiosity, friendships, and adventure that constantly pushes me to continue growing. Exploring new countries, tasting new cuisines, and experiencing new cultures really brings me joy.

I am here because I want to engage with the industry, learn from the experts, and discuss topics that matter to me. These are things like the exciting advancements in AI technology, the future of Customer Success, reducing the stigma around mental health, and who we think will win the Formula 1 championship.

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The Battle

Joe Marshall

Andres Rodriguez

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Joe Marshall's LinkedIn Performance

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