Pentamill

Defined Pentamill’s brand identity and positioned CYCLONE CNC by pinpointing target markets, creating tailored content, and driving a strategic, multi-channel product launch.

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Client

Pentamill

Service Provided

Product positionin, Launch strategy, Content marketing

Highlights

Please note:

An example of the various assets I created to support this project are presented in the media attached - please make sure to browse them.
Highlights summarize key points and add further details. Feel free to reach out for more context.
This project was carried out during my position at HUPCORP and is closely tied to the company’s broader marketing initiatives. For additional context, I recommend looking at the HUPCORP project, which complements and expands on the work presented here.

Led the full positioning and launch of the CYCLONE, turning what began as a hobby prototype into a market-ready machine (segmentation, targeting, positioning strategy).
Built Pentamill’s brand from the ground up, defining clear value propositions and establishing credibility in multiple markets (education, fab labs, prototyping, small series production).
Marketed a full accessory ecosystem, including in-house cutting tools, 3rd-party hardware (vices), simulation software, and tailored add-ons, reinforcing Pentamill as a complete solution provider.
Produced extensive marketing collateral to support every stage of the launch (8 modular product sheets, 3 offer packages, flyers, rollups, manuals, digital visuals).
Designed and executed iterative LinkedIn campaigns, adapting messaging with each machine evolution to test markets and refine positioning.
Organized and supported presence at major technical events (Renault Tech Day in Le Mans, Rubix Laval Expo, Salon International de l’Aéronautique et de l’Espace in Bourget), giving Pentamill direct exposure to high-value prospects.
Generated over 30 qualified leads through digital and offline campaigns and contributed to the sale of nearly a dozen machines (~€30,000 each) across diverse clients (universities, fab labs, prototypers).
Managed PR, internal sales training, and introduced a shared CRM to unify reporting and support media relations, securing dedicated press coverage @LaGazetteOise.
Developed ongoing multimedia content (demo videos, tutorials, social posts) that kept momentum alive and showcased the CYCLONE’s unique technical edge.

The Goal:

Pentamill, a spin-off of HUPCORP, entered the CNC market with a disruptive desktop 5-axis CNC machine designed to democratize machining by combining high performance, compact size, and affordable pricing. The mission was to establish Pentamill as a credible brand and successfully introduce its first product, the CYCLONE, to diverse segments such as education, prototyping, fab labs, and small series production, addressing industrial needs previously underserved by conventional machines.

The Challenge:

Pentamill started with an innovative product but lacked a clear market fit, brand identity, and target audience definition. The product was developed without an identified customer need, leaving the company without a structured go-to-market approach. The challenge was to articulate the machine’s unique value, identify applicable customer segments, and create a coherent marketing strategy to generate awareness and leads.

The Result:

I led the full positioning and launch of Pentamill’s CYCLONE, working closely with R&D to turn technical specs into benefits customers could relate to - like space savings and ease of use. I mapped key markets, adapted the messaging, and built the full set of launch assets: modular product sheets, offer packages, demo videos, and consistent digital content. Beyond the machine, I shaped and marketed its accessory ecosystem - Hupcut cutting tools, Langtechnik vices, NCSIMUL software, and tailored add-ons - positioning Pentamill as more than a machine builder: a complete solution provider. I rolled this out through multichannel campaigns, trade show demos, and PR efforts, generating 30 qualified leads, contributing to machine sales, and securing dedicated media coverage, while also aligning sales teams through training and a shared CRM.