Manufacturing AUTOMATION

Top 10 Under 40 2023: Meet Adam Coulston, head of industrial engineering seats for North America at Brose North America

August 8, 2023
By Sukanya Ray Ghosh

Manufacturing AUTOMATION’s second annual Top 10 Under 40 highlights the next generation of leaders who have demonstrated exemplary work ethic. They are leading the charge in their workspaces and inspiring their peers with their commitment to innovation.

This year, the winners share what they enjoy the most about working in the automation space, what plans they have for their future and suggestions on getting more people into this industry.

To highlight the achievements of each individual selected for the Top 10 Under 40 list, Manufacturing AUTOMATION will feature one of 2023’s winners every week for the next 10 weeks.

This week, we introduce Adam Coulston, head of industrial engineering seats for North America at Brose North America. Coulston shares why he is committed to this industry and how he envisions a future of growth.


Manufacturing AUTOMATION: What do you enjoy the most about working in the manufacturing and automation space?

Adam Coulston: For me, it is all about collaboration with the team and using their diverse backgrounds in different fields of engineering to solve a complex problem that no one else has. Watching the team work together constructively to understand the need of our customers, and evaluate potential risks while providing a robust proposal is inspiring. The acquisition phase and design phase of a highly automated piece of equipment is where you need to get it right and this is challenging. However, watching the end product on the shop floor and turning an idea into something real is what keeps the motivation high and is the most rewarding.

MA: What are your future plans within the industry?

AC: My future plans are to develop a technology roadmap in my current role to ensure that we’re always ahead of the competitors. Keeping my eyes and ears open and listening to all ideas that people bring to the table while using my network to understand what’s next in automation. I am very interested in how artificial intelligence (AI) plays a role in the near future. As I am responsible for industrial engineering in the region, I will look to collaborate with suppliers and provide funding to ensure success in their development.

MA: How can this industry encourage more people to join and pursue successful careers here?

AC: I think that the government must continue funding and marketing the younger generation to become millwrights, tool and die, etc. Automation companies are also making a big impact as they’re posting their equipment on TikTok and LinkedIn, while also attending job fairs at local colleges and universities to promote their business. Work/life balance, flexible working hours, departmental lunches, etc. will promote the automation culture that I believe is the best thing about the industry.

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