Karol Engstrom
Marketing Manager & Writer
I turn complex ideas into clear, useful content, writing and editing for technical B2B brands with a sharp eye for accuracy, audience and the story worth telling.
About Me
I’m a writer and editor who turns complex ideas into content people actually want to read. I work with subject matter experts and marketing teams to find the story inside the technical detail, then shape it into clear, accurate content for B2B audiences. Whether I’m starting with a blank page or a crowded draft, my goal is simple: understand the subject, respect the reader and make every word work.
Work Experience
2022-present
Content Manager
Smiths Group plc
• Translate complex technical information into clear, customer focused content through SME and engineer collaboration
• Write and edit web pages, blogs, articles, campaigns, social content and video scripts
• Develop content strategies around audience needs, buyer journeys, market priorities and business objectives
• Apply SEO and keyword research to improve content relevance and discoverability
• Use AI and LLM tools to improve content workflows while protecting accuracy, brand voice and editorial quality
• Collaborate across global, cross-functional teams to move content from strategy through execution
2019-2022
Digital Marketing Manager, Content Strategy
Trane Technologies
• Strengthened digital visibility and audience engagement through SEO-driven content across web, email, social media, advertorial and other marketing channels.
• Improved consistency across customer touchpoints by directing website and social content, editorial planning and agency partnerships spanning creative, media and public relations.
• Supported B2B SaaS growth and product launches by developing cross-functional marketing strategies and content aligned with customer needs throughout the buyer journey.
• Expanded content execution across internal and external teams by coordinating stakeholders and agency partners from strategy through delivery.
2016-2018
Marketing Manager
Arthur, Chapman, Kettering, Smetak & Pikala, P.A.
• Supported new-business growth by developing marketing strategy, managing RFP processes and overseeing the marketing budget for a professional-services law firm.
• Strengthened market positioning and client communications through website content, presentations, press releases, brochures and attorney-focused marketing materials.
• Expanded opportunities for client engagement by developing and coordinating seminars, business meetings and special events.
• Influenced broader business and marketing priorities as a member of the firm’s management team with supervisory responsibilities.
2009-2016
Online Media Director
Minnesota State Bar Association
• Built the association’s leading digital resource for 13,000 legal professionals, producing a weekly e-newsletter that achieved a 25% open rate and 10% click-through rate.
• Delivered a major website transformation two months ahead of schedule and $10,000 under budget by directing the redesign from planning through execution.
• Improved the digital member experience by consolidating three membership directories into a single interactive platform.
• Created a new revenue stream by introducing digital advertising sales across association channels.
• Expanded the pipeline of expert content by recruiting contributors and translating specialized subject matter into blog and digital content for a professional audience.
• Strengthened brand reach across digital and print channels by directing content, campaign development, social media and external creative partners.
Education
Selected Work
Digital: Services marketing
Developed customer-focused website content that unified multiple service capabilities into one clear story.
Digital: Product marketing
Translated complex product information into concise, benefit-led content that clarified its differentiators.
Thought leadership: Long-form article
Turned an emerging topic into accessible thought leadership that connected company expertise with a broader industry trend.
Thought leadership: Long-form article
Shaped source material into an engaging article that balanced education, industry context and brand.
Brand storytelling: Partnership story
Crafted a human-centred brand story connecting partnership, collaboration and innovation to the future of energy.
Case study: Customer success
Transformed technical project details and SME input into a concise customer story.
Brochure: Product marketing
Developed product messaging that clarified customer benefits, applications and proof points.
Brochure: Industry marketing
Built an integrated industry story that connected multiple products and capabilities around customer priorities.
Social media: Employee campaign
Created people-focused social content that turned employee experiences into engaging brand stories.
Social media: Partnership campaign
Produced social content that highlighted the value of a strategic partnership and connected shared goals.
Brand storytelling: Customer story
Developed a customer story that brought the challenge, solution and business impact into a clear, engaging narrative.