Velo3D. How CMO Rennet Yusuf got success

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From a young age, Renate Joseph knew she wanted to travel the world. Growing up in Australia, she remembers telling friends and family when she was just 11 that she wanted to live in different countries and experience their own unique cultures.


Renate Joseph

Is it any surprise that Rennet is now a self-described natural-born traveler? “I’ve done math and visited over 35 countries, some multiple times,” she says.

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Of course, she might not have known at such a young age that her desire to venture out into the world would prove critical to her success as chief marketing officer later in life. Velo3DA leading additive manufacturing technology company for mission-critical metal parts.

Last year, she experienced the excitement of attending Velo3D’s bell ringing ceremony on the New York Stock Exchange—a far cry from its early marketing days by filling envelopes for pieces of direct mail, writing web copy, and as a small part of Managing email campaigns in But the intimidating team of young marketers.

“It was a very small team, so I had the opportunity to do a lot and experience a lot of different marketing functions, which helped by giving me a holistic view of marketing and understanding how different efforts were made to build synergy. can come along. They do better on their own,” she says.

After several years in various marketing roles, Rennet finds herself at the helm of Velo3D’s marketing team. Despite his initial skepticism about switching from SaaS to the world of additive manufacturing, Rennett says he put his initial skepticism aside after being impressed by Velo3D’s technology, mission, and CEO Benny Buller.

Shaping How the World Views Manufacturing Technology

A thought leader and brand disruptor, Rennet is helping to shape the way the world views manufacturing technology. As CMO of Velo3D, she has built an experienced team of marketing professionals and worked closely with Velo3D engineers and sales leaders to develop long-term strategies to drive innovation in the aerospace, energy and semiconductor industries.

“I love that we’re interrupting the additive,” she says. “We’re the new kid on the block, the new guard, and we’re flapping the old guard’s wings. We’re setting the standard for what an additive is, and what can be achieved with metal 3D printing, giving customers the parts they want without having to redesign the additive.”

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A born communicator with a passion for helping others, Rennet has always inspired people with a desire to tell a good story.

This gift for storytelling was put to good use this year with the premiere of Rennett’s first podcast series, Laser Focused, which takes listeners on a journey of discovery with leaders who change the world with innovative designs. are changing and revolutionizing how we think about advanced manufacturing. ,

Rennett says she has always been a fan of innovation, especially leaders who inspire others through the phenomenal work they do. The podcast has turned its attention to doing just that, with guests such as former BMW CFO Stephen Krause and modern-day Rocket Man and Launcher CEO Max Haot.

Of course, Rennet has led a number of initiatives over the years, including creating targeted marketing campaigns focused on communicating the value propositions of Velo 3D’s manufacturing solutions to key audiences, including customers and partners.

Establishing the platform as the company’s first CMO

As the person responsible for bringing the marketing and branding of Velo3D to life, Rennet has been instrumental in defining the company’s identity.

As she explains it: “I’m basically responsible for helping people understand who we are, what we do, how we’re different, and why it’s important.” Under his guidance, the company has launched its full scale marketing efforts and is now working on developing its brand further.

How personal travel lends itself to making a company global

As someone who has lived and worked across three continents and cultures, Rennet has acquired a unique approach to succeeding in a variety of countries.

“Working internationally has helped me understand that everyone works differently,” she says. “The way people think about business depends on where they live. The types of messages they need to hear can also vary. Working internationally has compared these experiences to me. Got more emotional intelligence.”

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With the company experiencing tremendous success, and with further growth potential on the horizon, Rennett is well aware of the job he and his team must undertake in order to reach their goals.

“We are focusing on growth in Europe, Japan and Australia, she explains. Even though we have established a lot of credibility in the US, we need to approach these new countries differently. That’s a lot of research. Anticipating, planning and estimating is the best way to tailor our messages to meet the needs of these critical new markets.”

Tips for getting started and successful in your career

Rennet’s story is one of adventure, ambition and achievement. Looking back, he is candid about the lessons learned along the way, but perhaps more importantly, he has time to reflect on the characteristics he needs to succeed in the professional world.

“Passion, curiosity, determination, ambition, a work ethic instilled in me by my father, being inspired to do my best by the people around me, are all the things that led me to this day.” , she says. “And to anyone women who want to have a successful career, don’t be distracted by the “glass ceiling,” move through it and build strong relationships, work collaboratively, and market themselves. Don’t forget to bring and celebrate your successes.