Where passion drives purpose and curiosity leads to discovery.

Empowered people. Impactful results.

We’re Criterion.B — founded on the belief that everything should be tested, and no knowledge should be taken for granted, we surround ourselves with minds at work. Our team of persistent thinkers, ardent writers, and analytical experts take charge to bring marketing innovation to commercial real estate.

Our aim is to offer value. And when we talk about value, we don’t just mean shareholder value, or company profit. We mean reaching your customers as well. Our ROI-centric approach touches every aspect of the work we do, meaning great returns for you, while speaking to the needs and wants of your customers. It’s not enough for us to help peddle products or services. We believe in building your brand into one that your customers can trust — giving your brand value and strength. Our success as an agency is dependent on the perception we build for your customers.

Our Team

Jon Simpson Founder/CEO

Jon Simpson

Founder & Ceo
Jon is the Founder, Chief Strategist, and CEO of Criterion.B. In 2008, Jon founded Canonball Creative, Inc. the parent company of Criterion.B. Through his leadership, Criterion.B has evolved to provide social media, web, and content marketing solutions for a variety of industries, namely the commercial real estate space. Throughout his 19-year career, Jon has worked on numerous global and national brands. Jon graduated from Judson College.

Shanker Chalekode

Chief Marketing Officer
As Criterion.B's Chief Marketing Officer, Shanker is responsible for the strategy and execution of all marketing & sales activities including client-agency relationships, business development, pricing, market research, and product/service development. He was formerly, Business Director at Union Pacific Railroad where he and his team were responsible for an account base of several hundred million dollars in revenue. He is a graduate of Michigan State University’s Eli Broad College of Business.

Ashley Tyndall

Director of Corporate Communications
As Criterion.B’s Director of Corporate Communications, Ashley leads the corporate communications, public relations, and media relations efforts for the agency. She was formerly Director of Marketing and Business Development for Canonball Creative, Inc. She has 16 years of agency experience in marketing and account direction roles supporting a diverse industry base. She is an Advertising and Graphic Design graduate of The University of Mary Hardin-Baylor.

Amy Johnson

Content Strategist
As Criterion.B’s Content Strategist, Amy is responsible for the planning, development, and execution of both agency and client’s physical and digital content. Amy’s role spans multiple platforms from social media and blogging to content creation for print and web. She has an extensive background in copywriting, marketing, and public relations. She is a Journalism graduate from The University of Georgia's Grady College.

Cyndi Oaxaca

Analytics Consultant
Cyndi knows a thing or two about HubSpot. As Criterion.B's in-house HubSpot guru, Cyndi plans, executes, and measures all things inbound — from setting up CTAs and landing pages, to optimizing a seamless workflow. With her Psychology degree from Rice University, Cyndi pairs her intuitive and analytical nature to make well-informed marketing decisions. Far from the “set it and forget it” mindset, she carefully analyzes, tests, retests, and measures all aspects of the inbound process.

Fun Facts About Criterion.B


M&M's Consumed Annually

Based on the standard 3 pound bag, we consume over 370 servings annually.


Gallons of Margaritas and Salsa consumed

As a Dallas agency, we take Tex-Mex very seriously. From office parties to lunch outings, we like to honor our hard work with some Tex-Mex classics.


Murals of Industry Influencers

Placed behind our custom office barn doors, we feature industry icons who inspire us. Hedy Lamarr (actress who's inventions lead to the invention of Wi-Fi), David Ogilvy (father of advertising), and Paul Rand (iconic graphic designer).