KARL REYNOLDS

I currently work as a Marketing Project Manager at BEUMER Group, a multinational company with operations in over 70 countries. I initially joined as a Content Specialist and have since moved into a broader role managing strategic campaigns across key business areas including Airports, Logistics, Customer Support and Software Solutions. With close to 10 years' experience in a range of marketing roles, I bring a mix of strategic thinking and hands-on delivery to the role.

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My focus is on planning and executing cross-channel marketing strategies that support brand awareness, lead generation, and commercial growth. I manage agency collaboration and produce content for integrated campaigns — including written, video, and visual assets for both paid lead generation campaigns and organic channels. I also lead development of product-focused content such as product pages, and sales enablement material. 

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A key part of my role is creating top-of-funnel thought leadership content for our Knowledge Hub, including within the Airports division, a segment classified as critical infrastructure. This supports our positioning as one of the leading companies in the industry, and helps communicate our deep expertise through accessible, strategically aligned, engaging content. In addition, I also manage the creation of lower-funnel content such as customer references, case studies, and video testimonials across European markets.

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I lead our global social media strategy and content planning, and recently launched a company-wide employee advocacy programme, including rolling out a new dedicated platform. This data-driven strategy, built around channel-specific, optimised messaging for distinct buyer personas and various stages of the marketing funnel, has helped increase social media engagement by 97% and grow our total audience by 50% in the past year.

 

I also run LinkedIn best practice workshops, develop tone-of-voice guidance, and advise group companies on communication best practices.​ I'm also responsible for exploring how tools like ChatGPT and text-to-video AI can support content creation, improve workflows, and scale our team's marketing output, including building and testing custom GPTs for specific use cases. 

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Working in a matrix organisation, I collaborate with stakeholders across all levels of the business, from regional sales teams and subject matter experts to Product Managers and C-level. My role requires strong interpersonal skills, the ability to align competing priorities, and the communication skills to motivate and secure buy-in across departments and borders. I regularly coordinate projects involving multiple countries, including Denmark, Germany, the UK, and the US, ensuring consistent and effective delivery across markets. 

 

I also lead the planning and delivery of trade shows and international industry events across Europe — overseeing concept development, booth design, logistics, content creation, and post-event evaluation. These events are closely aligned with lead generation and customer engagement efforts, providing a key opportunity to support pipeline development and brand visibility in target markets.

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Earlier in my career, I worked for a range of software companies, from start-ups such as WakeUp Data and Sleeknote, both of which have since been acquired, to scale-ups like PriceShape, all the way up to larger software companies like Stibo Systems. In addition, I was also employed by Siemens Gamesa as part of the Design Risk Department. At the very start of my career I spent five years in the British Army, gaining experience in structured, security-aware environments, supporting eligibility for roles with security clearance requirements.

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Finally, in terms of education, I hold a Bachelor’s degree in Marketing Management and International Sales from Business Academy Aarhus. In addition, I’ve completed accredited courses in SEO, content marketing, and inbound marketing through HubSpot, recently received certification for employee advocacy program leadership, and have extensive experience with WordPress.