I am an accomplished marketing leader and U.S. Army officer with over a decade of blended experience in strategic brand leadership, data-driven marketing analytics, and creative production. I am passionate about mentoring the next generation of digital marketers, helping them apply real-world campaign strategy, integrated media planning, and AI-driven marketing innovations. In my current role, I lead national marketing strategy for the U.S. Army Recruiting Division, supervising a multi-million-dollar budget and directing integrated campaigns across digital, broadcast, and print channels. My career also includes redesigning goarmy.com, launching Army’s first Times Square video billboard, and driving analytics-informed recruitment initiatives with a focus on measurable results and audience-centric content.…

Jacob Thomson

I am an accomplished marketing leader and U.S. Army officer with over a decade of blended experience in strategic brand leadership, data-driven marketing analytics, and creative production. I am passionate about mentoring the next generation of digital marketers, helping them apply real-world campaign strategy, integrated media planning, and AI-driven marketing innovations. In my current role, I lead national marketing strategy for the U.S. Army Recruiting Division, supervising a multi-million-dollar budget and directing integrated campaigns across digital, broadcast, and print channels. My career also includes redesigning goarmy.com, launching Army’s first Times Square video billboard, and driving analytics-informed recruitment initiatives with a focus on measurable results and audience-centric content.…

Available to hire

I am an accomplished marketing leader and U.S. Army officer with over a decade of blended experience in strategic brand leadership, data-driven marketing analytics, and creative production. I am passionate about mentoring the next generation of digital marketers, helping them apply real-world campaign strategy, integrated media planning, and AI-driven marketing innovations.

In my current role, I lead national marketing strategy for the U.S. Army Recruiting Division, supervising a multi-million-dollar budget and directing integrated campaigns across digital, broadcast, and print channels. My career also includes redesigning goarmy.com, launching Army’s first Times Square video billboard, and driving analytics-informed recruitment initiatives with a focus on measurable results and audience-centric content.

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Work Experience

Marketing Division Chief at United States Army Recruiting Division (USARD)
July 1, 2025 - Present
Lead the national marketing strategy for the U.S. Army Recruiting Division, managing a multi-million-dollar budget and directing integrated campaigns across digital, broadcast, and print channels. Oversee creative production, visual media, and strategic storytelling to attract and engage diverse audiences nationwide.
Marketing Officer at U.S. Army Recruiting Command (USAREC)
July 1, 2024 - June 30, 2025
Supported nationwide recruitment marketing initiatives through analytics-driven campaign execution, creative planning, and inter-agency coordination. Contributed to measurable improvements in engagement and lead generation.
Creative Production Manager at U.S. Army
March 1, 2023 - July 31, 2024
Directed creative development for nationally televised commercials and Army’s first Times Square video billboard. Integrated data, testing, and creative insight to align content with Army recruiting goals.
Creative Manager for GoArmy.com at U.S. Army
July 1, 2021 - March 31, 2023
Redesigned the user journey and digital experience for goarmy.com, optimizing conversion through innovative UX and AI-driven career match tools. Oversaw the integration of web design, analytics, and content marketing teams.

Education

Master of Business Administration (MBA) at University of Denver
January 1, 2019 - January 1, 2021
Bachelor of Arts (BA) at University of Kansas
January 1, 2007 - January 1, 2011

Qualifications

Advanced Attribution Certificate
January 11, 2030 - December 28, 2025
Agile Marketing Certificate Program
January 11, 2030 - December 28, 2025
AI-Driven Marketing Strategy
January 11, 2030 - December 28, 2025

Industry Experience

Government, Media & Entertainment, Professional Services
    paper First Steps Campaign

    Integrated Visual Content Production – “First Steps” Campaign
    Multi-Channel Creative Asset Development for National Recruitment Initiative
    Led strategic planning and execution of a large-scale still photography production in support of the First Steps campaign (Fall 2023). Partnered with agency of record DDB to secure award-winning photographer Wolfgang Zac, directing a week-long shoot at 10+ locations across Fort Liberty, NC.

    Key Contributions:

    Developed visual strategy and shot lists to align imagery with campaign objectives and audience targeting.

    Oversaw on-location logistics, creative direction, and quality control to capture thousands of high-quality images.

    Integrated assets into dynamic creative optimization (DCO) campaigns, email marketing, GoArmy.com, and national digital out-of-home placements.

    Outcome: Produced a versatile, brand-consistent content library that amplified campaign reach and resonance across multiple channels.

    paper Brand Launch (reintroduction to Be All You Can Be)

    Enterprise-Level Brand Refresh Driving Historic Recruitment Success

    Directed cross-functional efforts for the national reintroduction of the iconic “Be All You Can Be” brand — a cornerstone of the U.S. Army’s modern recruitment strategy during a period of significant headwinds in the talent market. Partnered with agency teams and internal stakeholders to refresh and align the entire goarmy.com digital ecosystem with the updated brand identity, spanning hundreds of web pages, while launching a fully integrated national campaign across broadcast, digital, social, and out-of-home channels.

    Key Contributions:
    • Orchestrated enterprise-wide brand rollout, including updated copy, imagery, logos, color palettes, and typography across all digital touchpoints.
    • Designed and launched a dedicated recruitment-focused digital experience introducing prospects to Army career pathways, benefits, and lifestyle opportunities.
    • Coordinated creative, technical, and marketing teams to deliver launch milestones on time and in alignment with national advertising campaign deadlines.
    • Partnered with leadership to ensure strategic messaging resonated with target demographics and countered recruitment challenges in a competitive labor environment.

    Outcome: Contributed to the Army meeting its recruitment mission for the first time in several years despite market headwinds — and exceeding mission the following year. The campaign’s success demonstrated the power of aligning brand transformation with data-driven targeting, integrated creative execution, and enterprise-level coordination.