Marcel van Niekerk
Director - Sales, B.Eng Mechatronics, CMSE®
About Automate-X
Founded by automation experts, Automate-X is driven by a shared mission to advance intelligent industry across Australia and New Zealand. Together with our partners, we deliver warehouse, intralogistics and industrial automation solutions that unlock new levels of performance, safety and efficiency.
Our Mission
Our dynamic team of engineers, driven by a shared passion for warehouse automation, is revolutionising intralogistics across New Zealand and Australia.
Specialising in innovative automation solutions, we transform conventional warehouses into smart, agile and highly efficient operations.
Our vision is to drive industrial automation to new heights across New Zealand and Australia, positioning Automate-X at the forefront of intelligent transformation.
Driven by a shared passion for advancing industrial, warehouse and intralogistics automation, Automate-X has been delivering innovative solutions for over five years.
Founded by Ben and Marcel, the company was built on a vision of creating a dynamic, adaptable and highly skilled automation team. Their mission is to elevate automation across Australasia.
Living our Values
As system integrators shaping the future of Automation, we hold ourselves to the same standards of innovation, precision, and excellence that we bring to every solution we deliver.
Precision
Customer focus
Innovation
Excellence-Driven
Turning automation into impact
We believe automation has the power to make work safer, smarter, and more efficient — across industry. To make this happen, we:
- Connect with forward-thinking organisations that drive industrial innovation.
- Inspire businesses to embrace intelligent automation and digital transformation.
- Advocate for progress in industry standards, regulation, and Automation best practices.
- Collaborate with partners to design and deliver integrated, future-ready systems.
- Educate and upskill teams to harness the full potential of automation technologies.
- Host events across Australia and New Zealand to share insights and global expertise.
- Support our long-term clients and partners and ongoing technical resources.
Our partners
Through strategic partnerships with leading global technology providers, we are advancing the capabilities of modern warehouse automation. Our engineering team work closely with global technology partners to implement robust, data-centric automation solutions that optimise performance, enhance system reliability, and streamline operations.
Our team
Ben Haughey
Director - Director - Operations, PMP, M.Eng
Jordan McFall
Business Development Manager, RME, CMSE®
Shanima Silva
Digital Solutions Manager, PhD (Electronics), MSc, BEng(Hons), MIEEE, MIET
Cameron Farrar
Operations Manager, B.Eng
Arthur Clarke
Automation Service and Commissioning Engineer, CMSE®
Mark Pringle
Business Development Manager
Karl Brook
Principal Automation Engineer, B.Eng (Hons)
David de Graaf
Automation Engineer, B.Eng (Hons)
Aaron Marais
Automation Service and Commissioning Engineer
Anabelle Cuenca
Design Coordinator (PMO)
Luke Clarke
Senior Systems Engineer
Daryl du Preez
Automation Engineer
Paul Phillips
Solutions Lead
Marco Ferraro
Senior Automation Engineer
Prasad De Silva
Automation Commissioning and Service Engineer
Wade Duthie
Project Engineer
Adam Snee
Intralogistics Sales Professional (VIC)
Abdul Barakzai
Automation Engineer
Ryan O'Byrne
Automation Engineer
Sonali Oza
Internal Solutions Sales Engineer
Lyndsay Rowe
Automation Engineer
Lawerance Prakash
Finance Manager
Sarita Withers
Project Manager
Kayla Brall
Marketing and Content Specialist
Alex Giannetta
Intralogistics Sales Professional
John Goggin
Solutions Engineer Intralogistics
Olivia Robinson
Automation Commissioning and Service Engineer
Mike Bei
Project Manager (PMO)
Jiaojiao Li
Solutions Engineer (Intralogistics)
Ardy Te Aotonga
Service and Commissioning Engineer
Steve Jones
Senior Full Stack Software Developer
What our clients say
Testimonials
Stolthaven Terminals
"We’ve found Automate-X easy to deal with and focused on industrial automation solutions. They’ve been readily available for questions and ongoing service. Not being tied to one supplier or brand means that they can provide equipment and solutions for all the different systems we have on site. The project and ongoing service have been enjoyable, and we’d recommend Automate-X to others."
Sam Corbett, Senior Terminal Engineer, Industrial automation project for Stolthaven Terminals
Shiperoo
“What really surprised me was how fast we were able to get robots into the grid and start stress testing the system. The collaboration across teams was powerful — working with AutomateX and Geek+ felt like a real partnership. It’s exciting to be part of such an innovative installation and see automation make such a tangible difference.”
Chris Caminiti – Shiperoo COO – Melbourne PopPick
PopPick
“We were able to scale to three shifts running about 10,000 e-commerce orders a day — roughly 30,000 handling units — something that wouldn’t have been possible without this automation. The collaboration with AutomateX and Geek+ has been incredible. They align with our values, bring great energy, and enable open, honest conversations that drive results. I’m truly proud of this project.”
Dave Ching – Melbourne PopPick
Shiperoo
"We trusted Automate-X to deliver speed and reliability - and they delivered. Their team worked closely with us, ensuring a smooth transition and invaluable support"
"Automate-X's unique process-driven and engineering-focused approach truly sets them apart from others in the systems integration market, proving their capabilities & commitment to excellence at every step."
Rizan Mawzoon – Shiperoo Co-founder – Sydney PopPick
Stolthaven
“Automate-X provided programming, equipment, and implementation of a new controls system for our recent expansion project. The new system worked seamlessly alongside the existing setup, offered reliable control, and was easily adjusted to our refined needs. Following the project, an upgrade improved reliability and ensured compatibility across both existing and new facilities. They’re easy to deal with, solution-focused, and we’d happily recommend them.”
Sam Corbett– Stolthaven Asset Manager
Shiperoo
“Automation can help increase operational productivity and maximise storage utilisation. As you can see here, we’ve done a successful implementation, and the team is already reaping the benefits in a short amount of time. What we really value is working with people — not just processes. We can’t speak highly enough about the collaboration with Geek+ and Automate-X.”
Chris Caminiti – Shiperoo COO – Melbourne RoboShuttle
EasySteel
“At Easy Steel, we’re always looking for ways to improve workplace safety and efficiency. In collaboration with Automate-X, we introduced our very first robot system at the Invercargill site. It’s designed to reduce physical strain and enhance productivity — protecting our team while maintaining the high performance our customers expect.”
Trevor Day – Sales Manager – EasySteel
Fletcher Steel
“The main goal for this project was to implement a safe and efficient operation. Heavy lifting had always been a challenge for this process, so we partnered with Automate-X to create a solution that would protect our people while maintaining productivity. Working together, we brought that vision to fruition and set a new standard for workplace safety.”
Joseph Palathingal – Engineering Manager – Fletcher Steel
“We decided to upgrade our plant to increase capacity, which meant introducing a far higher level of automation than before. Our goal was greater consistency, repeatability, and reliability while reducing manual effort and improving overall quality. Automate-X delivered a tailored system that met those needs perfectly, giving us improved efficiency, dependable control, and valuable time savings across operations.”
Hamish Ward – Engineering Manager
