About
My name is Karen McCandless
I'm a creative content strategist based in London who develops messaging and marketing campaigns for complex B2B products. I find the angle that makes what you do and offer memorable, not just technically accurate.
Whether it's positioning a new product, developing launch content, or creating messaging that buyers actually understand, I do the creative thinking that turns features into narratives.
I work with businesses in highly regulated industries, such as women's health, healthtech, pharma, greentech, sustainability, manufacturing, and chemicals.
I've worked with Pfizer, AkzoNobel, Microsoft, Cargill, GSK, and Regeneron on projects where technical precision blended perfectly with creative storytelling.
I provide:
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Creative Positioning: Finding the angle that makes your product memorable, not just technically accurate
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Clear and Precise Messaging: Turning technical jargon into messaging that actually resonates with buyers
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Launch Content and Campaigns: Launch messaging, narratives, and content that resonates with buyers
My experience includes:
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15+ years designing and executing content marketing strategies to support product launches, rebrands, and new business lines for complex B2B products
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8 years shaping editorial systems for complex, high-stakes subject matter, developing tone of voice, content strategy, workflows, and brand guidelines,
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10+ years managing cross-departmental content projects, including boosting customer satisfaction by ~33% by implementing a new blog layout with increased functionality
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7 years working across regulated industries to deliver compliance-driven projects
Results
Why you should work with me:
Blog Traffic
Increased blog traffic by 500% and PPC revenue by 200% through strategic content repositioning and creative approaches to technical topics
Revenue Generation
Collaborated on investor pitch decks that supported over $1B+ in successful fundraising for early-stage startups and growth-stage companies
Process Improvement
Improved editorial workflow efficiency by 25% through the introduction of agile planning and capacity management systems using JIRA
Innovation
Created profitable new business lines at a tech start-up through the implementation of sponsored research surveys.
Content Marketing and Strategy
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Messaging and
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Product launch and positioning strategy
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Customer interviews and ersona development
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Editorial calendars
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Investor communications
Copywriting and Journalism
Development of lead generation and thought leadership materials including brochures, sell sheets, e-Books, case studies, webinars, blog articles, and ghostwriting
Content Workflows and Optimization
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Content gap analysis
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Optimisation of existing assets
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Smarter workflows
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Templated processes
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Project management that delivers results.
AI-Powered Content for Businesses on a Budget
Smart, fast, affordable content powered by AI and polished by me
My USPs
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Rapid ramp-up: I quickly grasp your industry, brand, and audience
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Hands-on leadership: I manage projects and lead teams seamlessly, even as a consultant
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Plug-and-play: I adapt to your tools, workflows, and communication style
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Results with purpose: I align content outcomes with your broader mission
Get in Touch
Find out more about booking my services or get advice on copywriting and how to break into the business.
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