Go-to-Market Strategy, Brand Positioning, HW & SW Launch
The Factor 4 is UltiMaker’s first true industrial-grade 3D printer, engineered to move additive manufacturing from the design studio to the factory floor. As the project's Creative and Marketing lead, I spearheaded the global launch of this high-performance platform.
The Factor 4 introduced a suite of "firsts" for the company—including an actively temperature-controlled build volume, onboard print process reporting, and a dedicated industrial cloud ecosystem—bridging the gap between desktop accessibility and industrial-grade reliability.
Role & Contribution
Industrial Rebranding: I led the strategic shift in brand positioning, transitioning UltiMaker from a "prosumer" leader to a serious industrial player. This involved defining the value proposition for the "Light Industrial" market, focusing on return on investment (ROI), uptime, and factory-floor durability.
Global Launch Campaign: Directed the end-to-end marketing campaign, including high-impact video content, live product demos, and webinars. I worked closely with the sales and growth teams to ensure the Factor 4 was positioned as a critical tool for "process-critical" components.
Demand Generation: Leveraged my dual background in design and marketing to create technical yet aspirational assets that spoke directly to mechanical engineers and factory managers.
