Resource Category: Staff profiles

In this post we profile our Sales Manager, Dhanya Chandrasekhar, who maintains strong customer relationships and helps new clients join Circuitwise.

Q: Please describe your role at Circuitwise.

I manage the high-profile existing customers of Circuitwise. My job is to maintain our strong relationships with these customers and ensure they are so satisfied that they keep coming back to us. I need to keep up with what is happening internally with our customers and what is important to them so that we can serve them in the best way possible.

I also talk with new prospects where my sales background can add value by determining their needs and if they are good fit, before onboarding them into the business as valued clients.

Q: What is the most important part of your work?

Maintaining the customer relationship is the most important thing, and that is about ensuring I listen to them. I have an electronics engineering degree, which helps when the inquiry is technical. However, the main thing is just good listening skills.

I often have to ask several questions to get to the bottom of what they are asking about, which requires patience. Each customer has a different history and so has different perspectives and expectations. For example, sometimes inquiries are coloured by a bad experience they had with another manufacturer in the past.

Their current context is also important, as some may be focused on quality demands from their end users and others on getting a job through urgently to meet a sales deadline.

The main outcome I am working toward is to ensure they understand and feel we are true partners, vested in their success. Achieving that gives confidence to customers.

Q: What is the most interesting part of your work?

Previously, I was working in distribution at element14 where I had an outsiders, high-level visibility of the manufacturing process. Since coming to Circuitwise, I’ve developed a much deeper understanding of the whole process, which has been fascinating.

Also, I get to see where the boards we’re building are going, and sometimes, they can be put into some very cool machines. I visit my customers and see how our PCBs are assembled into the final product.

Working closely with the customers is what I enjoy most and coming to Circuitwise I have taken that to the next level.

Q: What is the best thing about working with Circuitwise?

The best thing is the collaborative nature of the business. The individuals and teams here work as one unit. That’s just been amazing. The amount of knowledge each person has and what I have learned since joining has been incredible.

When I talk to customers, I try to help them understand that it’s not just me supporting them. There’s a whole team at Circuitwise backing you up.

Q: What is the best tip you can give to customers?

The most important thing is to ensure that your design files are detailed and meticulously prepared. If you aren’t designing in-house it is critical to partner with a good electronics design firm that really understands what goes on at the manufacturing end and what is required to deliver a design package that will streamline the design transfer process. We are happy to get involved early in the design phase to give suggestions on optimising the design for manufacturing, but it’s important that the customer owns their overall design process and is invested in a collaborative effort with their contract manufacturer.

Q: What are your favourite activities outside of work? What are you most enthusiastic about?

I’m the mother of two boys, 5 and 10 years old. As a family, we love sports and outdoor activities. We are originally from India so we love cricket. My husband and older boy play cricket and my father is a state coach in Kerala, India. Our weekends and weekday evenings are often spent on the cricket ground or doing some other form of physical activity. Personally, I love working out, so I do that whenever I have some free time.

We also love travelling and hiking, so we often go to the Royal National Park or the Blue Mountains just outside of Sydney. We recently went to Tasmania and did several of the most famous walks there.

Q: What is a fun fact that people may not know about you?

I was a professional badminton player in India. I started at district level, then state level, progressing to nationals. I was ranked number 2 in all of India (Inter Schools) for the under-16 and under-19 categories. Unfortunately, I then had a back injury and had to stop around the time I was finishing university.

Circuitwise recently welcomed Luke Grigg as its Chief Growth Officer, bringing over 20 years of experience in sales, marketing and operations in the electronics industry. The establishment of this new role comes at a pivotal time, with Circuitwise’s acquisition of Nautech and an ambitious vision for growth. In this interview, Luke shares his background, his initial impressions of Circuitwise and the challenges ahead.

Q: What is your role at Circuitwise Group?

As Chief Growth Officer, I oversee sales and marketing for both Circuitwise and Nautech. My primary focus is to refine the structures and processes in these areas to ensure we run as efficiently, effectively and consistently as possible, with a laser focus on our target markets.

Q: Can you tell us about your background and experience prior to joining Circuitwise?

A: I spent the last 15 years in electronic component distribution, working with element14, a division of Avnet. My background was in sales, but I moved through several promotions until I led the business in Australia and New Zealand for the last eight years. At element14, we served customers in industries like manufacturing, delivering components and products quickly and reliably. By the time I left, the business had grown significantly.

Q: What attracted you to join Circuitwise?

A: Initially, it was Serena Ross (CEO of Circuitwise) and her inspiring vision for growth. I had taken a break after leaving my previous role but was drawn into conversations with Serena and the people at Quadrant, the private equity firm that has invested in the company. As we explored the strategy and challenges, I became excited by the vision of the group. I realised I could add value, and I was looking for a company where I could be more invested in the outcomes of my work. Circuitwise offers exactly that.

Q: What role do you see yourself playing within the Circuitwise team?

A: My experience in sales and business leadership will allow me to bring more structure to the sales and marketing functions here. I’ve worked with teams of varying experience levels and have developed a knack for coaching and mentoring. However, the real value I bring comes from my experience in running a similar-sized business. So, I also see myself contributing to the overall operations and financial strategy of the company, offering a fresh perspective alongside the broader leadership team. Serena has assembled a strong group, and I’m excited to be part of it.

Q: What has been your first impression of the company and the team so far?

A: In one word – collaborative. On my first day, I was struck by how well different departments worked together, especially when discussing customer-related matters. Despite the growth and scaling, Circuitwise has maintained the feel of a family business. I think customers really appreciate knowing that the person they are talking to is backed up by a close-knit team. This collaborative spirit is something we can continue to build upon, and I believe it will underpin our future success.

Q: What are you most excited to work on at Circuitwise?

A: I’m excited by the changes that are happening right now as we integrate Nautech into our operations and just how big the vision is. I will really enjoy shaping the sales processes and introducing new marketing strategies to drive that growth. While the contract manufacturing market in Australia and New Zealand is mature, it is relatively small and I think we have an opportunity to really grow the Australian-made and NZ-made markets and potentially expand our services abroad if we get the brand and customer experience right.

Q: What challenges do you anticipate in your new role, and how do you plan to overcome them?

A: The biggest challenge will be absorbing the breadth of information across Circuitwise and Nautech. While I’ve sold into this industry before, being part of the production side offers a new perspective. I’m eager to deepen my understanding of the end-to-end manufacturing process. Also, each market we target will have its own nuances, and the challenge will be to unify these into a coherent strategy while maintaining what makes our business and each market unique. I’ll be working closely with the leadership team and experts in each field to make sure we get it right.

In this post we profile our new Chief Technology Officer who joined Circuitwise recently.

Q: Please describe your role at Circuitwise.

As CTO of Circuitwise, my primary focus is on service and quality. This involves applying my expertise to support various stakeholders, including customers, factory floor personnel, and office teams, including my very capable technology team.  

Several business areas require my support, including internal process and testing automation development, and customer support. Our CEO specifically brought me on board to expand the testing team’s capabilities.

I like to think that my role is not about me, but rather contributing to the ongoing success of Circuitwise and its customers. Working within a mature team presents opportunities that I relish.

Q: Tell me more about the expansion of testing capabilities

The production floor at Circuitwise is divided into two distinct areas: the PCB assembly side and the testing side. My initial focus will be on looking for ways to increase speed, quality, and cost-efficiency on the test side. I’ll be building internal processes and skill sets and investing in a range of new automated test equipment (ATE) machines.

We have a new ATE machine scheduled for installation in November that will significantly boost our capability. Traditional custom test fixtures and support software can cost as much as $100,000 for an average product. The new ATE equipment will enable us to build test fixtures for a fraction of that cost. Our service will include test program generation and data logging.

This complements our already high degree of automated batch and parts traceability enabled by Circuitwise’s systems. Real-time labelling significantly reduces quality control concerns and the stress associated with manual traceability methods. Traceability is the last thing that engineers want to worry about when they are under pressure to deliver a product.

Q: What does your typical day look like?

My day-to-day priorities revolve around helping customers with design for manufacturing (DFM), new product introduction (NPI) and testing support. I actively participate in the DFM process by reviewing design transfer packages and providing feedback on manufacturability.

My activities include identifying potential issues and suggesting improvements to optimise production. I collaborate with the customer’s NPI team to ensure a smooth transition from design to manufacturing and to maintain quality standards throughout the process.

I also draw on years of design experience to provide a level of troubleshooting support during production testing that is uncommon in our industry. The same support applies to Design for Manufacture (DFM) and New Product Introduction (NPI), including PCB layout strategy for fabrication. I look to add as much value as possible as if the products were our own.

So, the customer comes first, and the rest of my time is spent on improving internal systems and managing a small team of engineers constantly building new systems to support process automation and testing tooling. I also support other Executive Team members, offering technical expertise and advice on various matters, including assessing business risks and planning.

Q: What is the most important part of your work?

I’ve always seen technical leadership roles as being primarily responsible for product quality.  That does assume that everyone agrees on what quality means in the first place, of course. For manufacturing, my primary goal is to ensure that our products consistently meet or exceed customer expectations in terms of build quality.

Q: What is the most common question you get asked at work?

The most frequent inquiries I receive are technical, primarily related to electronics. A common question from customers concerns the optimal timing for Circuitwise’s involvement in a start-up’s development process.

While there’s no definitive answer, I recommend engaging with us when the product transitions from a conceptual to a physical form, incorporating circuit board size, shape, and overall mechanical design considerations. This transition typically occurs after the initial industrial design phase.

The idea is to balance having enough information to meaningfully discuss the product, but not be too late to consider changes to how boards are assembled and how the product fits together.

Q: What is your best tip for customers who are manufacturing electronic products?

The most practical advice I can offer customers is to adhere to design library best practices meticulously. A well-organised and consistent design transfer package significantly streamlines the manufacturing process by enabling early identification of potential issues and facilitating efficient communication.

Good design library practice elements include consistent file formats, clear documentation, and effective version control. By adhering to best practices, customers can enhance collaboration, reduce errors, and achieve a smoother product launch. People should contact me if they don’t know what design library best practices are.

Q: What is the best thing about working with Circuitwise?

The most rewarding aspect of working at Circuitwise is the open and honest communication culture fostered by our CEO Serena Ross’ leadership. The emphasis on factual discussions creates a highly effective and efficient work environment, especially in a fast-paced industry where timely decisions are crucial. The company’s respect for work-life balance, exemplified by Serena’s own commitment to family, further enhances employee satisfaction and productivity.

Q: What are your favourite activities outside of work? What are you most enthusiastic about?

Aviation has been a lifelong passion for me. The fascination began in childhood, likely influenced by my father’s interest. I recall being captivated by the sight and sound of aeroplanes, with a particular fondness for the smell of kerosene and the rhythm of piston engines. Model aeroplanes have always been a hobby, and I’ve followed aviation history closely, both civil and military.

While I’ve never pursued a career as a pilot, I enjoy attending air shows and delving into the technical aspects of flight. This enthusiasm extends to other modes of transportation, such as steam trains. I’d often rush to the station as a child at the sound of a train whistle. The world of electronics has also fed this interest, with early experimentation in hand-launched model planes leading to a desire for radio-controlled models. I hope to share this hobby with my young daughters in the future.

Q: Where did you grow up?

I grew up in Sydney, with my mother being a teacher and my father a toolmaker. These two influences played a significant role in shaping who I am today. My mother was exceptionally organised, a trait I greatly admired, while my father was quite creative, especially with his hands. From an early age, I was fascinated by watching him work and often tried to emulate his craftsmanship. This interest in creating and making things by hand has always been a part of me.

My interest in electronics naturally stemmed from this inclination towards making and understanding how things work. Over time, I realised there’s a strong connection between being organised and succeeding in engineering. These elements are inseparable, especially when it comes to manufacturing something successfully.

Thein Maung has been with Circuitwise for 20 years and is now a Leader in the engineering team. In this post, we ask Thein questions to get to know him better.

Q: What does a typical day look like?

Most of the time, I am entering data into the system, and interacting with customers or internal staff to clarify requirements. However, every day is very different as I am always working on different kinds of projects. Each project is very much dependent on the customer and their background. If the customer has an engineering background, our conversations run quite smoothly. However, if they do not, I will normally interact with their engineering designer directly.

Q: What is the most important part of your work?

The initial data entry provides essential information to the rest of my team so it is vital for me to clarify issues with the customer and ensure that everything is 100% correct before proceeding.

The other area that is very important is during the production stages. Since manufacturing is subject to inconsistencies, I must work closely with the quality team to identify any concerns or potential issues and improve our procedures.

Q: What is the most interesting part of your work?

I am most interested when we have a really complex product. After twenty years I know what to expect from most products, but every now and then, we get products that challenge even me. For these products, I have to be extra careful in checking everything to ensure I have understood the designer’s intent.

Q: What is the best thing about working at Circuitwise?

The best thing is that I feel like I’m part of the family. I feel happy coming in every day. It’s not just because of the family ownership by the Ross family. A lot of the other employees have been working long term alongside me so I have gotten to know them like family as well. Everyone is very cooperative and we all help each other out. We pride ourselves in doing whatever it takes to get the job done but we never have to work late because everyone pitches in to get the job done efficiently. I don’t just feel like an employee. I feel like an essential part of this company.

Q: What is your best tip for customers in manufacturing electronic products?

My best tip is to recognise that no one person or company can know everything that is needed to create a product. If you are uncertain about something, just ask for help. We are more than happy for customers or prospects to reach out to us. With over 70 employees, we can ask around internally and often provide the answer. Even if we don’t know the answer, we have a strong network of partners we can draw on to help solve problems.

Q: What do you think is the most important reason product developers should choose Circuitwise?

The most important reason is that we are very flexible and work to optimise your solution. At a basic level, we can do both prototyping and mass production – not everyone does that. From the very beginning, we can provide feedback on your design to be better suited for manufacturing, identifying potential for problems or defects arising. We are also very flexible on timelines; we can accelerate a project if needed or optimise it over longer periods. We have a strong relationship with a wide network of connections so we can order critical components with long lead times well in advance so that there are no disruptions to production.

Q: What is the biggest strength you bring to Circuitwise?

Most of what I bring to this role is my personality and experience. One of my greatest strengths is that I can spot things in customer documents and know straight away when there might be a problem that might disrupt production. It’s easy to learn the process of data entry but I think that this skill is something you have to develop yourself.

Q: Where did you grow up? Go to school?

I’m from Myanmar and grew up in the capital city Yangon where I went to school. I then went to the Government Technology Institute and studied mechanical engineering. In 1996, I came to Australia due to political problems in Myanmar. I wanted to be in an environment where there were more opportunities so that I could do whatever I chose to. I came to Australia because I had family already here. For the first two years, I was learning English on a student visa, picking up whatever work I could get.

Q: How did you get into this field?

One of my friends was working in an electronics manufacturing company that has since closed down. I started out as a machine operator there, and after one year, I was promoted to machine programming. I worked there for three years before another friend working Circuitwise helped me into my first role here. When I arrived, I started again as a machine operator. I then worked my way up through the ranks, working as a machine supervisor, then in document control, until finally making it to my current role as a leader of product engineering.

Q: What are your favourite activities outside of work?

I do a lot of volunteer work within the Burmese community, where we raise money to support a Buddhist monastery. Most weekends you will see me at the Villawood community centre cooking the national dish of Myanmar – Mohinga, which is a rice noodle and fish soup.

I like to meditate. I used to meditate for one hour every day but now I only do it when I am feeling tired or stressed and need to rejuvenate.

My main hobby is landscape photography. It’s a great excuse to travel around to beautiful places and spend time there setting up my shots.

In this article, we profile one of our key staff at Circuitwise.

Name: Rob Bingon

Title: Supply Chain Lead

Q: What was your previous role?

I was a manufacturing quality assurance manager at Standard Communications, a company developing two way UHF/VHF radio emergency beacons and antennas. This role involved managing their ISO 9001 system and compliance with European Marine Equipment Directive standards.

Before that, I spent 10 years at Haltech Engine Management Systems as production manager for their engine control unit. This is an aftermarket device that takes full control of a car’s engine to better control the fuel and ignition. Being a car nut, I loved being involved in the high-performance aspects of that industry.

Earlier, I was involved in electronics contract manufacturing at All-Systems Electronics, which gives me a good background for this industry. I had my first job there as an intern and after I graduated I worked as a design engineer. As part of that role, I looked after production.

Q: What is your biggest strength

My 20 years’ experience in electronics manufacturing gives me a good understanding of the needs of a small business growing to be an established company. I can put myself in the shoes of our customers easily because I have been there.

Q: What differences do you think you can make at Circuitwise.

I will be bringing a fresh point of view which derives from my enthusiasm and passion for building thing. Also, I am very customer focused which probably comes from the values instilled in me with my very first job at McDonalds. Without customers, you do not have a business.

Q: Please describe your role at Circuitwise. What does a typical day look like?

As the supply chain lead, I am taking charge of all the purchasing. I will be talking to vendors and our sales team. I will also be managing incoming goods to align with production schedules. The most important part of my work is to make sure we have all component arrive in time for when they are needed.

Q: What is the most interesting part of your work?

I really like the variety of products we manufacture. This leads to a corresponding variety of suppliers and the parts we procure. I am always talking to different people getting to know them better to build a great relationship.

Q: What attracted you to working at Circuitwise?

I was attracted to the family-run nature of the business. I like to know who I am working for and their values.

Q: What are your favourite activities outside of work? What are you most enthusiastic about?

I have always been interested in cars and own three project cars which I am modifying. I help others as well. My friend owns a workshop and I help him out there because I love dabbling with cars.

I do some rallying where I often navigate for my friends and sometimes take my own cars out. It is a team sport and a great community where people help each out. We get to travel around all over NSW. The furthest I have been for a rally is to Tasmania.

I’m also a bit of an outdoors person. I like camping, fishing boating, anything that gets me outside in an uncrowded space.

Q: Where did you grow up?

I grew up in Western Sydney. From a young age, I liked to build things. From about 8 years old I was getting tools instead of toys so I could build things. From that I chose to become an engineer, gaining a bachelor’s degree in an electrical engineer from Western Sydney University. Mostly I was building things I needed, such as furniture, and I recently renovated my house.

Q: What is the most important part of your work?

Working with suppliers, ensuring they are communicating current information on parts that are already on order and future demand. In the current market, without good relationships with suppliers it can be hard to secure parts on time. Keeping up to date helps us provide the best options for our customers.

Q: What is your best tip for customers in manufacturing electronic products?

Having a detailed plan of what you want is critical. Some companies don’t have a clear plan or set of requirements. This can lead to scope creep and a product that has all the features but is too expensive to buy. Being disciplined in how you manage your product development is critical. Also, do your best at forecasting quantities of your product needed as far out as you can. No longer can we rely on all parts being readily available in-store within a few weeks. With lead times of parts continuing to push over 52 weeks, a solid forecast can help a continuous supply of components when needed.

Q: Why should customers choose Circuitwise?

We offer a flexible approach to manufacturing and can offer solutions that meet their needs. Our internal systems were designed for contract manufacturing of quality products to meet our customers’ requirements.

In this article, we profile one of our key staff at Circuitwise.

Q: Please describe your role at Circuitwise. What does a typical day look like?

I manage a portfolio of customer accounts. I am their first point of contact. Mainly I am providing quotes, updates on current orders, ensuring the product is delivered on time and getting feedback on what we deliver. Another part of the job is to be aware of any new products in the pipeline and working with customers to smooth the development process. For example, we might order common parts in advance. Mostly I am sending emails with a few hours a day on the phone.

Q: What is the most important part of your work?

The most important part of my work is making sure that a customer always wants to stay with us because they are happy with our service. The main driver of that is making sure what we deliver is what they were expecting. I do that by developing a strong relationship so we have a high level of feedback. For example, I have a customer in the defence sector which has very demanding expectations and we work closely with them to continually improve our manufacturing processes to meet the unique needs of their industry.

Q: What is the most interesting part of your work?

Getting to know the new products that our customers are designing. As part of my job, I get to know the purpose of the PCB assemblies we are manufacturing. Seeing innovation brought to life with our products is very satisfying.

Q What is the most common question you get asked at work?

Everyone wants to know when their product will be delivered. To answer that question, I check to make sure when all the parts are arriving and when we have scheduled the manufacturing. I make sure the Circuitwise team is aware of customer requirements and expectations. Price is always a focus of discussion. Explaining the value proposition of being an ISO 13485 certified medical device manufacturer is part of the early discussions and the reason people choose to stay with us over the long term.

Q: Where did you grow up?

I grew up in Lalitpur, Nepal, near the capital Kathmandu, and I did my higher school education there. I moved to Australia in 2009 and started a Diploma in Information Technology at Central College. After completing that I went on to a bachelor degree at Charles Sturt University in software engineering. My family is still in Nepal and I look forward to visiting them post Covid-19.

Q: What is the best thing about working at Circuitwise?

There is a lot of opportunity here and the family-owned business is very supportive.

I started my career here in selective soldering (for a company called Dayang Electronics which merged with Tresmine and later become Circuitwise). Despite all my software training and IT, my exposure to electronics was more exciting so I decided to stay in this industry.

Later, I began to work in document control with the engineering team and then moved onto internal sales as a bridge to the engineering team to ensure that orders had all the information engineering needed. The leadership team recognised that I worked well with customers, and was then given the opportunity to take more of a leadership role in developing customer relationships.

Q: What is your best tip for customers in manufacturing electronic products?

A lot of customers focus on design but they should also take into account design for manufacture considerations. For example, if they don’t know what kind of surface mount pads best suit the components packages they are using, it doesn’t matter how good the design is – they will have a problem manufacturing it.

Q: What do you think is the most important reason product developers should use Circuitwise?

Any customer which values quality and traceability will want to come to Circuitwise. Also, we are very flexible. For example, it’s quite common for our customer to split an order into a main run preceded by a few short runs to validate their product first. We are always working to accommodate our customers’ needs. The main focus of our business is Customer service and relationships, we look at developing long term partnerships with our customers and we always want them to feel as though Circuitwise is their Manufacturing partner.

In this article we profile our Chief Executive Officer, Serena Ross:

Q: Please describe your role at Circuitwise. What does a typical day look like?

As CEO, I am responsible for the strategic direction of the organisation and oversee all functions in the organisation. At a high level, this involves activities like strategic planning, team development, risk management, customer segmentation and financial analysis. However, I am very hands-on and spend a lot of time with customers. A typical day is answering lots of questions from staff and customers alike.

Q What is the most common question you get asked at work?

Customers always want to know how we can help simplify their manufacturing process.
They want to know what they can outsource to us. For example, they might ask if we can ship the finished product to their customers directly or do the full product assembly rather than just supply the PCB assemblies. Everyone wants to know if we are competitive with Asian manufacturers and I’m pleased to say the answer is yes – but don’t take my word for it, take the word of Siemens who did a detailed procurement analysis of Circuitwise versus a competitor in Asia.

Q: What are your favourite activities outside of work? What are you most enthusiastic about?

I’m very family-oriented and spend heaps of time with relatives. I also like socialising, having people over. I also love dancing, Salsa in particular.

Q: What is your best tip for customers in manufacturing electronic products?

Choose a contract manufacturer which is well-aligned to your needs and stick to them. Just like a marriage you need to choose someone and make it work. The benefit of a long term relationship is that everyone understands each other and work together easily – like you are one company. If you shop around every time to do an order or develop a new product, you will never get the best value. Value is more than the cheapest price.

Q: What do you think is the most important reason product developers should use Circuitwise?

Our customers tell us we are easy to work with. They value that we are willing to work with them to ensure the product launch is smooth. We don’t get bogged down the cost. When we decided to take a customer on we will do everything to make their product successful.

Follow Serena on LinkedIn.

Dimitrije Grasar joined the Circuitwise team in Sept 2020 as New Product Introduction – Engineering Leader, in charge of ensuring new products are delivered smoothly for our customers. In March 2021, he was promoted to Operations Leader. This blog is an update of the original profile posted shortly after he joined the company.

Q: How did you get into this field?

From a young age, I always liked pulling things apart to see how they worked. At school, I excelled at maths and physics.

I thought about going into software until I realised I wouldn’t be able to get hands-on with devices. So, I chose Engineering and got my degree from the University of Technology Sydney. I was drawn to the electronics stream because it was so tangible. Everything you built was derived from first principles, then you had to bring everything together to make it work.

During my course, I had an internship with an electronics manufacturer called All-Systems Electronics, which included experience in production and then in design. At the end of my degree, they offered me a role, and in total I was there for 13 years.

Q: What is the biggest strength you bring to Circuitwise?

I am good at seeing the whole picture. I was attracted to Circuitwise because of their vision, allowing the creation of a new role that brings together my skills in both design and manufacturing engineering. By partnering with industrial and electronics designers, Circuitwise already excels at understanding the product development lifecycle. I hope to bring some of that experience in-house and aim for a smoother product introduction process for our clients.

Q: What differences do you think you can you make at Circuitwise?

I’m impressed with the systems and processes Circuitwise already has established. They are leaders in quality systems for manufacturing but are always looking to improve.

Because of my overarching role, I hope to play a part in further aligning our systems to the New Product Introduction needs of our customers.

Q: Please describe your role at Circuitwise. What is a New Product Introduction?

New product introduction is about ensuring any new products we take on are delivered to the customer exactly as quoted and on time. I will oversee the whole quoting process to ensure each department internally has a strong understanding of what the customer needs and we are meeting expectations.

It is also about working with customers to optimise the manufacturability of their designs and deliver the most value we can. I will be providing Design for Manufacture feedback to customers during pre-production, after the prototype runs and postproduction.

While we won’t be offering full design services, I will be able to advise customers of any design issues and make minor adjustments with client approval. I can also act as a liaison between product developers and any contract electronics designers they choose to use.

Q: What is the most important part of your work?

As NPI Engineering Leader: Understanding the client’s needs. By empathising with and understanding the product requirements I hope to match them to our capabilities, creating a more cohesive manufacturing process.

As Operations Leader (Oct 2021): Ensuring our internal processes and culture are continually evolving. This allows every member of our team to feel the organisational heartbeat and, from a leadership stance, ensure it ticks in sync with our clients’ needs.

Q: What is the most interesting part of your work?

In electronics manufacturing, many different elements need to come together. In addition to all the components and associated manufacturing instructions, product realisation involves software, hardware, testing, packaging, regulatory compliance and more. The most exciting part of my job is seeing all these pieces come together at the end to deliver a working product.

Q What is the most common question you get asked at work?

A lot of product developers are not familiar with how things are manufactured. Most questions come from a curiosity standpoint, with a genuine interest in the specifics. People are often surprised at the level of manufacturing we still do in Australia and it is always exciting when a client sees how competitive we can be to overseas options, before even looking at the benefits and advantages at sourcing locally.

Q: What is your best tip for customers in manufacturing electronic products?

As NPI Engineering Leader: Involve the manufacturer early in the product development process. I can sympathise with designers and product owners who are sometimes afraid that manufacturing could restrict their creativity. Another way of looking at it is that manufacturing can guide what is possible. A simple mistake made too often is designing a product around functionality only, then shopping around to see who can build it as that leads to unnecessary and unavoidable costs. Optimising your design for manufacture should be a core part of the development process.

As Operations Leader (Oct 2021): Start the dialogue with your Manufacturer as soon as possible. This was always important in product design in order to maximise manufacturing yields and minimise production costs. This is even more so emphasised in the current realm of electronic component supply shortages and lead-time uncertainties due to COVID-19. Supply chain issues have become a real threat to product realisation and launches. Ensuring your prototype, pilot and full production builds are realisable needs to be addressed at the design phase while looking at component availability years ahead.

Q: What do you think is the most important reason product developers should use Circuitwise?

As NPI Engineering Leader: Developers who care about reliability and quality should come to Circuitwise. The quality management system documentation is the most advanced I have seen and permeates every level of the business. The medical devices industry is the main driver behind this but it will become increasingly necessary for all industries, as end-users expect and demand similar levels of safety and quality.

As Operations Leader (Oct 2021): Our client-focused approach allows us to not only understand your product in detail but also yourself and your company. We exist to become an extension of your operations, acting as your manufacturing arm, your eyes and ears when it comes to realising your product. Component traceability and authorised supply chain management are at the core of our quality management system, which further extends into internal control of your design, along with documentation and associated manufacturing files.

Q: What are your favourite activities outside of work? What are you most enthusiastic about?

I like sports, it brings a good balance to engineering and problem-solving. I’m an active soccer player, cyclist and in the winter you will find me snowboarding whenever I can get down to there. Like most engineers, the home project to-do list is endless.

Q: Where did you grow up?

I was born in former Yugoslavia and grew up in Serbia. I moved to Australia in 2000 when I was twelve years old. My family is spread around the world so I’m always travelling for family reunions.

Q: Please describe your role at Circuitwise. What does a typical day look like?

I am responsible for maintaining the company’s quality certification and for administering customer satisfaction processes as well as continuous improvement of processes. Most of the time I am responding to customer emails around traceability and product certification related to the life cycle of the product. For example, I just had a question around intrinsic safety and earlier I had a meeting with a client wanting to harmonise their medical quality system with that of Circuitwise.

Q: What is the most important part of your work?

Ensuring that the quality system is in place and delivering the intended benefit. Identifying the real root cause of the problem and instituting lasting solutions for sustained operational excellence.

Q: What is the most interesting part of your work?

What I find most rewarding is developing quality systems that meet all three of the requirements around customer satisfaction, organisational needs and compliance with regulatory requirements. You don’t often see systems that can do all three things. An interesting aspect of my work is applying the risk-based approach is emphasised in the 2016 version of the ISO13485 standard which involves analysing an issue and solution from the risk perspective including adverse effect evaluation.

Q: Where did you grow up?

I grew up in Mysore in India, which is in the south of the country. I got my engineering degree there and worked for ten years in PCB manufacturing before moving to Malaysia for the next four years. I worked there for one of the top five contract manufacturers in the world before relocating to Australia in 2006. I was fortunate to find a job with Circuitwise within two weeks of arrival.

Q: What is your best tip for customers in manufacturing electronic products?

Customers should take the required time to fully understand the compliance requirements before designing their product and make sure it can be easily manufactured. If the design is not validated prior to certification, the company can end up with a product that does not comply with quality or regulatory requirements and it may have to be redesigned all-over again. The risk associated with such an exercise is high.

Q: What do you think is the most important reason product developers should use Circuitwise?

The main reason companies will find Circuitwise valuable is that we have a flexible, certified system to meet their requirements at affordable price. We also protect them from the quality issues that can arise from component suppliers and manufacturing. All component suppliers assure an acceptable quality level (AQL) on their components. What this means is that a small percentage of components may be faulty. This can translate to a few boards in a run not working. If a customer tries to assemble a PCB themselves, they will be exposed to this annoying issue. They may expend much time and effort in resolving the problem and reworking boards. However, Circuitwise guarantees performance on components and manufacturing quality on 100% of the boards it delivers to customers. So we take full responsibility for working upstream on warranty claims protecting customers from this issue.