Meet The Team - Electrified Automation
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Meet the Team

Jim Winchester

Jim Winchester

Managing Director

Jim Winchester is Managing Director of Electrified Automation. He is responsible for the company’s end to end operations and strategy. With his extensive knowledge of the sector and industry network, he is also leading the launch of Electrified Automation products into off-highway markets globally. Jim was previously Sales and Marketing Director at Ashwoods Electric Motors. He has a BEng in Motorsport Engineering from Oxford Brookes University.

Lloyd Ash

Lloyd Ash

Innovation Director

Lloyd Ash is the founder and Innovation Director of Electrified Automation and is instrumental in the development of Electrified Automation’s technology. It is his vision for creating a motor where the potential for high volume manufacturing is embedded into the motor architecture that has powered Electrified Automation forward to quickly become a market leader. He has been dedicated to vehicle electrification and converting combustion engines for nearly 30 years since he started as an apprentice for a racing car company.

Jamie Seaton

Head Of Engineering

Jamie Seaton, Head of Engineering at Electrified Automation, brings over a decade of expertise in electric powertrain technology within the off-highway sector. With a strong automotive and motorsport background, Jamie oversees electric motor delivery, testing, and product roadmap execution. Before joining Electrified Automation, Jamie served as a Senior Applications Engineer at Curtis Instruments. His dedication to seamless electric motor integration and commitment to sustainability drive efficiency for our customers. Jamie Seaton is leading Electrified Automation to new heights in electric powertrain technology for off-highway applications.

Will Keeble

Will Keeble

Head of Manufacturing

Will Keeble, has worked in the manufacturing and engineering space for nearly twenty years, since graduating from Manchester University with a first-class degree in Mechanical Engineering. Will oversees manufacturing, making sure our motors are assembled and tested to the highest standards before they leave our production facility.

Louis Coker

Louis Coker

Head of Sales & Projects

Louis is Electrified Automation’s Head of Sales and Projects. He plays a leading role in business development and customer acquisition, and as a qualified engineer is a key connection between our customers and operations team. Louis has a first-class degree in Mechanical Engineering from the University of Strathclyde, and previously worked as the Engineering Sales Manager at Ashwoods Electric Motors. At Ashwoods, he was responsible for winning and delivering key advanced engineering projects for major customers in the UK and USA.

James Madge

James Madge

Head of Automation

James Madge heads up the automation side of the business. James overseas all automation projects within Electrified and has spent the last ten years working in the design of electric motors as well as the bespoke automation equipment needed to produce motors. Working alongside Lloyd, James is responsible for developing new technology aimed at maximising the automation potential of our manufacturing processes.

Rob Kress

Rob Kress

Vice President of Sales – Americas

Rob Kress serves as our Vice President of Sales for the Americas.  Rob has extensive experience in off-highway electrification, most recently as a Global Segment Manager and Head of Off-Highway Electrification Sales and Strategy at Dana. Prior to Dana, Rob served as the Senior Director of E-Mobility and Business Development at Oerlikon Drive Systems, and previously as the Vice President of Sales at Advanced Motors & Drives.  Rob served as a Non-Executive Director at Ashwoods Electric Motors from 2017 to 2021. Rob is a Cum Laude graduate of Illinois State University.

Mark Roberts

Mark Roberts

Non-Executive Director

Mark Roberts is a Non-Exec Director at Electrified Automation. With a wealth of experience in technology start-ups, Mark plays an important role as a strategic advisor to the business. Mark also worked alongside Lloyd at Ashwoods Electric Motors, where they built the business into an Industry leader for permanent magnet electric motor supply into the off-highway markets.

Jeremy Ellison

Jeremy Ellison

Non-Executive Director

Jeremy is a Non-Executive Director at Electrified Automation. With an extensive career in private equity and finance, Jeremy brings valuable insight into governance and financial planning. Jeremy also worked alongside Lloyd at Ashwoods Electric Motors ensuring the company was best structured financially to support its steep growth journey.