Who we are
Our Directors Ben and Marcel have teamed up to build a dynamic, flexible and highly skilled intralogistics company where innovation meets efficiency. Integrating the best solutions to optimise your logistic processes, their vision is to see intralogistics reach new heights aim to be the leading change.
Marcel van Niekerk
Director - Sales, B.Eng Mechatronics, CMSE®
Marcel’s diverse background in industrial automation encompasses every aspect of the engineering process, from technical consultation through to final implementation. His automation background covers a wide range of industries including Oil & Gas, Food & Beverage, Manufacturing. With an ability to engage with all levels of stakeholders, Marcel adds value through the change process to realise an automation solution that meets everyone’s needs.
Ben Haughey
Director - Operations, PMP, M.Eng
15 years experience of leading automation projects across Manufacturing and Logistics with specialist skills in Automated Guided Vehicles, Automated Mobile Robots, machine vision, and high-speed manufacturing. Ben is highly respected in the Automation Industry and always focuses on delivering a high quality product.
Jordan McFall
Business Development Manager, RME, CMSE®
Jordan's journey began in Electrical Engineering and over the years he has moved into Controls & Automation, successfully executing industrial projects throughout New Zealand & internationally. Jordan is responsible for developing & growing the Mobile robotics and he is also the one behind the marketing content on our social platforms.
Shanima Silva
Senior Automation Engineer, PhD (reading), MSc, BEng(Hons), MIEEE, MIET
An Engineer with several years of Automation & Research experience, Shanima enjoys new product & concept development, bringing expansive knowledge & innovative ideas to Automate-X.
Cameron Farrar
Auckland Regional Manager, B.Eng
A Mechatronics Engineer, Cameron joins Automate-X with extensive experience integrating and improving control systems in the material handling and manufacturing industries. Cameron's high technical skills allows for successful solutions across a range of industries.
Arthur Clarke
Automation Service and Commissioning Engineer, CMSE®
Arthur joins our team with a wealth of experience in Automation Services and Commissioning. He is responsible for designing, implementing and maintaining our automated systems and equipment ensuring they are efficient and reliable. Arthurs exceptional level of accuracy makes him a perfect asset to our team at Automate-X.
Mark Pringle
Automation Solutions Engineer
Mark comes to us with years of experience in Technical Sales. With a passion for automation and technology our Solutions Engineer is committed to recommending the best services for your needs. Whether you have questions or require technical insights Mark is your go-to resource for a successful solution.
David de Graaf
Automation Engineer, B.Eng (Hons)
Dave joins us with an impressive background and skilled experience within the automation industry. Providing technical expertise and communicating effectively with our stakeholders David's contribution is crucial for project success and client satisfaction which makes him a great asset to the team at Automate-X.
Olivia Robinson
Automation Comissioning and Service Engineer
Olivia has been working in the manufacturing and automation industries for seven years and has spent nearly two of those years living in New Zealand. Outside of her professional life, she is an avid hockey player and enjoys spending time on the water—she loves paddle boarding and has recently taken up rowing. In addition, she pursues amateur photography as a creative outlet.
Aaron Marais
Automation Service and Commissioning Engineer
With a background in Mechatronics Engineering Aaron brings a wealth of experience to the team. His roles have included a mix of mechanical design, installation and commissioning and he is dedicated to delivering reliable automated solutions at Automate-X.
Karl Brook
Senior Automation Engineer, B.Eng (Hons)
With a wealth of managerial experience Karl has joined the team with a unique blend of leadership insight and technical proficiency. With a passion for the automation industry he is committed to streamline processes and enhance productivity.
Sarita Withers
Project Manager
Sarita brings over 7 years of experience in automation and robotics, having delivered projects across industries including protein processing, mining, industrial automation, robotic welding, and appliance manufacturing. Her work has taken her internationally to the USA, Colombia, and Australia, as well as throughout New Zealand. With an Engineering degree from Waikato University and an MBA from Otago, Sarita combines technical expertise with strategic insight.
Daryl du Preez
Automation Engineer
Daryl joins us with experience ranging in Automation, Robotics, Machinery, Electrical Design and many years of Robotic Welding. With a passion for providing the best solutions for our customers he is committed to optimising automated processes and enhancing efficiency.
Kelvin Sue
Project Delivery Manager
Coming to us with years of experience in the fuel and chemical storage industry and bringing his expertise from a Project Advisory role, Kelvin is no stranger to handling various projects and makes a great addition to the team at Automate-X.
Paul Phillips
Solutions Lead
With over 25 years of experience in the supple chain industry and an extensive background in Autonomous Warehouse Robotics, Paul is ready to deliver quality automated solutions at Automate-X.
Lyndsay Rowe
Automation Engineer
With a degree in Industrial Automation and Control, Lindsay brings 14 years of experience in the Pulp and Paper industry, specialising in Electrical Engineering and Automation. His expertise spans electrical systems, instrumentation. His ability to navigate complex challenges make him a valuable asset to the Automate-X team. Known for his balanced approach, Lindsay excels in both plant support and project work, delivering reliable and efficient solutions.
Ryan O'Byrne
Automation Engineer
Ryan joins the Automate-X team in Tauranga as an Automation Engineer, bringing a passion for learning and a drive to create efficient solutions for complex challenges. His enthusiasm for innovation and process improvement makes him a valuable addition to the team.
Luke Clarke
Senior Systems Engineer
Luke joins us with over 17 years of engineering experience, which includes mechanical and electrical design, industrial control, HMI, SCADA software, and various manufacturing technologies. He also has expertise in enterprise-level software and database design for manufacturing execution, traceability, maintenance management, statistical process control, and quality management systems. His diverse background brings significant value and strength to the Automate-X team.
Feryll Kelsey
Project Manager (PMO)
With a solid foundation in the electrical field and years of experience in managerial roles, Feryll is a thoughtful and diligent member of the Automate-X team. His quiet demeanour is matched by a strong work ethic, making him a reliable and steady presence in any project.
Prasad De Silva
Automation Commissioning and Service Engineer
With extensive experience as a Field Engineer he is proficient with both software and hardware across various industries. His dedication to drive success makes him a great asset to the team at Automate-X.
Wade Duthie
Project Engineer
Wade comes to us with a decade of experience in maintenance and project work, bringing a wealth of knowledge and hands on expertise to the team at Automate-X.
Lawerance Prakash
Finance Manager
Lawerance is a highly motivated Chartered Accountant with over 13 years of experience across financial and management accounting, systems implementation, and process improvement. With a proven ability to contribute at transactional, reporting, and strategic levels, he has worked across diverse industries to streamline operations and optimise workflows. Lawerance’s analytical mindset and focus on continuous improvement make him a key driver of financial clarity and business success at Automate-X.
Alex Giannetta
Intralogistics Sales Professional
Alexander is a Computer Science graduate who loves tackling tricky problems—whether it’s streamlining warehouse operations, fine-tuning strategy game mechanics, or solving a Rubik’s cube just for the challenge. Outside of work, he’s part gamer, part tinkerer, and always up for a good yarn. He’s into everything from geopolitics and game design to Guitar Hero and board game nights with mates.
John Goggin
Solutions Engineer Intralogistics
John has been delivering AMR projects since they first began transforming Australian businesses in 2018. With a keen eye for detail and a passion for innovative technology, he’s led AMR projects across the country to help clients improve efficiency and redefine their operations. Outside the office, John spends most of his time the world of independent theatre where he applies his creativity to lighting, stage management, and set and costume design.
Kayla Brall
Digital Marketing and Content Specialist
Kayla is our go-to for all things marketing bringing a vibrant mix of strategic thinking, content creation, and visual storytelling to the team. With a background in graphic design, creativity is at the core of everything she does, from building brand narratives to capturing the perfect portrait. Her keen eye for detail and passion for impactful communication make her a valuable asset in driving brand growth and engagement across all channels.
Anabelle Cuenca
Design Coordinator (PMO)
With 15 years of experience in the civil engineering industry across the Philippines and Hong Kong, Anabelle brings a wealth of expertise to the Automate-X team. Over the years, Anabelle expanded her skills into project management and collaborating with multidisciplinary teams to deliver efficient, innovative solutions. After relocating to New Zealand with her husband and their cherished dog, she’s excited to apply her skills in a fresh environment.
Sarah Haughey
Accounts Administrator
With a wealth of experience and a background in Customer Service & Finance, Sarah is no stranger to multitasking. While managing all of the finance duties for the company, Sarah also handles the payroll for Automate-X.
Sonali Oza
Internal Solutions Sales Engineer
Sonali brings over a decade of expertise in the Process Automation industry. With a strong background in bids and proposals, she has honed her skills through specialist roles at ABB New Zealand and Rockwell Automation in the South Pacific Region. Sonali’s meticulous approach and deep understanding of automation solutions make her an invaluable resource in delivering tailored internal support and driving successful outcomes for our clients.
Adam Snee
Intralogistics Sales Professional
(VIC Sales)
Adam joined the team after graduating from RMIT with a Bachelor of Business (Economics & Finance). Always ready to help, whether coaching mates at bouldering or spotting inefficiencies. He’s often on the phones or in your inbox, bringing Goods-to-Person solutions to Melbourne businesses. Off the clock, he’s reading economics or politics with his mini-Dachshund Charles or networking at industry events. Always up for a chat, work-related or not, so don’t hesitate to call.
Abdul Barakzai
Automation Engineer
With a wealth of experience in automation, Abdul brings a unique blend of expertise and innovation to Automate-X. His extensive background spans a diverse range of automated solutions, making him an invaluable addition to our team.
Mike Bei
Project Manager (PMO)
