Daniel C. Sholl
Founder and Principal, Content Squared
For more than 25 years, I have helped leading B2B and industrial brands bring complex products to market with clarity, strategic discipline, and creative precision. My work sits at the intersection of engineering, positioning, and persuasive communication.
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I hold a BA in English from Lawrence University and an MS in Integrated Marketing Communications from Northwestern University. That combination of storytelling and strategic grounding has shaped a career focused on helping technical companies compete, differentiate, and grow.
My background spans product management, marketing leadership, and communications strategy at companies including Kohler Company, Marvin Windows & Doors, Eaton Hydraulics, Eaton Cutler-Hammer, and Cummins Power Generation. As founder of Content Squared, I continue to work directly with manufacturers and industrial brands including Kohler Power, Daikin Applied, Trystar, Thern, Horton Worldwide, Gilbarco Veeder-Root, Alliance Laundry Systems, and Nilfisk.
Career Highlights
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Launched Kohler’s Coralais faucet line to compete directly with Delta in the single control faucet category
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Guided Marvin Windows & Doors into the replacement window market with its Integrity product line
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Introduced Cutler-Hammer’s InsulGard technology, helping utilities and manufacturers prevent costly forced outages
Created and launched Cummins QuietConnect to support its entrance into the residential generator segment through the National Treasure campaign
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Brought Horton’s Klondike value fan clutch line to market, strengthening its position in the heavy duty replacement segment
From Strategy to Execution
Throughout my corporate leadership roles, I have served as creative director, copywriter, and program manager, overseeing campaigns from concept through launch and market adoption.
Kohler Plumbing Marketing
Co-led creative development for the Coralais faucet launch, a strategic initiative designed to challenge Delta’s dominance in the single control category.
Marvin Windows and Doors
Authored the award winning #10 product catalog, integrating the Made to Order brand promise across 128 pages. Directed training and campaign development for the Integrity product line launch.
Eaton Cutler-Hammer (now Eaton Electrical Sector)
As marketing and product manager, doubled the InsulGard business through targeted advertising, training programs, and sales promotion initiatives.
Cummins Power Generation
​Developed and led the National Treasure campaign supporting the residential standby generator launch, recognized by division leadership as the strongest product launch program in three decades.
Horton Worldwide
Developed creative strategy, copy, and launch materials for the Klondike value fan clutch line, strengthening aftermarket competitiveness.
Continental Diamond
Shifted from technical positioning to emotional resonance, crafting refined web copy for the Legacy Diamond brand.
A Strategic Foundation
My approach is grounded in the principles of positioning and brand strategy shaped by thinkers such as Al Ries, Jack Trout, Philip Kotler, David Aaker, Kevin Lane Keller, and Byron Sharp. I believe effective marketing is not decoration. It is disciplined strategy expressed clearly.
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Every engagement begins with positioning clarity. Every message must align with the brand promise. Every asset must support market momentum.
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When you work with me, you work directly with a senior strategist who understands engineering environments, industrial sales cycles, and the realities of complex product markets. The result is communication that builds credibility, protects value, and drives growth across industrial, private equity, and premium retail sectors.