KARL REYNOLDS

In my current role as Content Specialist at BEUMER Group, my responsibilities include managing the development of content that supports the customer journey for several of our largest business areas, most notably Airports, Warehouse & Distribution, and Courier, Express & Parcel, as well as planning, executing, and project managing key trade fairs and exhibitions across Europe.

 

BEUMER Group is an international leader in the design and manufacture of airport baggage handling systems, and conveying systems for brands, e-commerce companies, and postal operators. With a presence in over 70 countries and annual sales of over €1.2 billion, our clients include FedEx, ASOS, Amazon, Royal Mail, and airports such as Heathrow, San Francisco, and Singapore Changi.

 

As well as developing content plans for our Knowledge Hubs, social media, integrated marketing campaigns, and press, I'm responsible for implementing our employer branding toolbox, where I oversee content creation, and plan and execute external marketing campaigns. I have also played a leading role in defining and executing our LinkedIn strategy, the creation and maintenance of our SoMe content calendar, performance analysis, and content creation for our audience of over 85,000 followers.

 

In addition, I'm responsible for our communication strategy regarding sustainability and work closely with our Sustainability Director and other key internal stakeholders to produce relevant content for internal and external use. I'm also a member of the strategy team that sets the agenda for our ESG policy for various industries and am responsible for how we communicate our commitments and activities to employees, external partners, and customers. 

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With content production, I collaborate closely with marketing agencies in Denmark, the UK, Germany, and the US, to produce content tailored to a variety of personas, covering multiple business areas and numerous stages of the marketing funnel. Effective management of internal and external stakeholders is key to these activities.

 

When it comes to the project management of key exhibitions, having an eye for detail is crucial as there are so many moving parts involved. I oversee all aspects, from securing the stand with the organizer to overseeing smaller, yet critical tasks like ensuring ample coffee cups are available daily. My role involves partnering with external specialists for stand design and logistics, coordinating the booth's setup and breakdown, and the onsite catering. Additionally, I collaborate with internal stakeholders to unify our sales messaging for the fair, organize customer events, prepare the sales team, and produce essential digital marketing materials — ensuring that this key customer touchpoint is a cohesive experience and provides value to the visitors and the business.

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In my previous role as Product Enablement Manager with Stibo Systems I was responsible for developing processes and content to communicate the features, benefits, and capacities of the Product Data Exchange platform to Product Marketing, Sales, Professional Services, and our external partner organizations. As such, I interacted with various groups of internal stakeholders to empower them with a deep understanding of the software. This enabled them to confidently engage with prospects, clients, and external partners, to sell, support, and implement the enterprise SaaS solution, with clients including multinational companies such as Adidas and Sony.

 

This role demanded a deep understanding of e-commerce, product data, and SaaS, whilst also being able to identify and understand the strategic objectives, business goals, and challenges of our clients and their stakeholders. I worked closely and collaboratively with numerous functions of the organization, including product managers, UX architects, software developers, and sales teams to create sales enablement content, slide decks, presentations, and website content. A thorough knowledge of our customers enabled me to ensure that our offering continued to align with the market’s needs, to better understand customer buying criteria, and to gain valuable insight into our competitors' offerings.  

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With over 10 years experience of working in marketing and business development, I have a wealth of commercial experience and over 5 years direct experience of working in the SaaS industry. Regarding my education, I have a Bachelor's degree in Marketing Management and International Sales from Business Academy Aarhus. In addition, I have a real passion for digital marketing and have completed HubSpot’s accredited SEO, inbound, and content marketing courses, as well as always keeping a keen eye on new developments in the wider marketing world, such as how AI can be applied to scale marketing operations. 

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​Having worked at large organizations, such as BEUMER Group, Siemens Gamesa, and Stibo Systems, and also smaller SaaS startups, such as WakeupData, Sleeknote, and PriceShape, I’ve found that my communication skills, positive attitude, and ability to forge relationships across organizations have been key to earning the trust of my colleagues. I also thoroughly enjoy working in diverse and multi-cultural environments and have experience working in matrix organizations.