Case study · Hamar Laser · 2021–present
Bringing Hamar Laser's marketing into 2026, one channel at a time.
As Hamar Laser’s marketing manager — and its only marketer — I own the strategy for this U.S. maker of precision laser alignment systems, and make most of the work myself: web, video, print, 3D, social and exhibits.
Role
Marketing manager: strategy + production
Scope
Website, video, print, 3D, social, exhibits, email, paid ads, CRM
Tools
HubSpot, Premiere Pro, After Effects, DaVinci Resolve, Blender, Framer, Photoshop
Headline result
Demo videos for a system that won a $2.6M contract from a U.S. military branch
01 · Website
A new home for the X-Series line
I prototyped the entire site in Framer as a fully working demo, then handed it to our developers to build in WordPress. Start to launch took about 18 months.
- 100+ product, technology, industry and legacy pages
- ROI calculator showing annual savings
- Build-your-own system selector that generates a quote
Result: a steady weekly flow of inbound leads through the new site.
02 · Video
L-703SP launch video series
I flew to headquarters and filmed hours of setup and measurement on a granite surface plate, then produced a multi-part series with voiceover and motion graphics that show how simple the system is to use.
I also built the multi-camera live-streaming setup in our Training Center, used for remote product demos, including a live demo for the military customer.
$2.6M
Contract from a U.S. military branch for up to 84 L-703SP systems, supported by these demo videos
03 · Print & 3D
One product literature system
Brochures, flyers and datasheets that share one look, with 3D product hero renders I model and light in Blender.
X-Series brochure suite. The full set for the shaft alignment line; X-990 shown.
Flatness & leveling flyer. 3D compressor model, custom icons and comparison graphics, plus a matching landing page.
Product datasheets. A consistent template across the catalog, with Blender hero renders.
05 · Marketing operations
The other half of the job: search, email and data
HubSpot is our CRM and marketing hub, and I run it alongside the Google and Microsoft ad accounts, so the creative actually reaches people and I can report on what it did.
Paid search
Under half the peak spend
I have run the Google Ads and Microsoft Ads accounts since 2021, inheriting them with no handoff. Restructured campaigns and keywords cut monthly spend to less than half its peak; Microsoft Ads holds steady at about 2,000 clicks a month.
AI search (AEO)
~590 ChatGPT visits / 90 days
I added answer-focused content about our systems so AI assistants can find and cite it. ChatGPT is now our largest tagged non-paid traffic source, ahead of email and social.
Email marketing
~2,500 contacts per send
I design and build the e-blasts: product news releases, the Alignment Insights newsletter and trade show campaigns, from a colleague’s copy.
Reporting & CRM
Traffic by source & campaign
Custom HubSpot dashboards track sessions by source and UTM campaign, and I maintain the contact lists behind every send.
06 · Exhibits & earlier work
On the show floor and on screen
Trade show booth. Booth graphics and 3D mockup.
Laser alignment system video. 3D animation explaining machine-tool alignment.
Let's talk.
Hiring for a marketing, creative or brand role? I’d love to hear about it.
04 · Social
Two brands, four posts a week, almost two years running
I run Hamar Laser’s social accounts, publishing two Hamar Laser posts and two X-Series posts every week across LinkedIn, Facebook, Instagram, X and YouTube, scheduled through HubSpot.
The goal is steady visibility, and it shows up where it counts: every so often a contact form mentions finding us on LinkedIn, Instagram or Facebook.
The newest series, From the Field, came out of an hour-long interview I recorded with alignment expert Guy Laverty at IMTS 2026. I’m cutting it into weekly one-minute videos on industry topics, pairing his audio with matching footage, and they also run as YouTube Shorts.