Kassie Fell, focused on technical sales, excels at navigating customer applications to understand their challenges and goals.

Kassie Fell
Regional Distribution Manager
Mitsubishi Electric Automation
Bachelor of Science – Electrical Engineering • University of Wisconsin — Milwaukee

What is your background?

Most of my career has been dedicated to technical sales, where I’ve specialized in navigating customer applications to deeply understand their challenges and goals. My focus has always been on providing tailored solutions that effectively address these challenges and help customers achieve their objectives. Additionally, I spent a period in product marketing, bringing my sales-driven perspective to the marketing team, which enriched my understanding of the product lifecycle and enhanced cross-functional collaboration.

Talk about the culture at your company.

One of the aspects I deeply value about our organization and leadership team is their unwavering commitment to diversity and inclusion, which they have made a top priority. Our CEO consistently emphasizes the importance of fostering a more inclusive environment and actively encourages each of us to contribute to this goal. We have a variety of internal initiatives dedicated to this cause, including efforts to increase the representation of women in our industry, create opportunities for individuals with disabilities, and engage meaningfully with our communities. This dedication not only strengthens our organization but also ensures that we are contributing positively to society.

Our recruiting team is exceptional in their commitment to broadening our talent pool by actively seeking out and engaging with underrepresented groups. They understand that a diverse workforce drives innovation and success, and they go above and beyond to ensure we have access to the most qualified and diverse candidates when filling open positions. Their proactive approach not only helps us meet our organizational goals but also reinforces our dedication to building a more inclusive and equitable workplace. By prioritizing diversity in our recruitment efforts, we can attract top talent from a wide range of backgrounds, ensuring that our team is as dynamic and innovative as the challenges we tackle.

Describe a recent company project that went particularly well.

This past year, I had the privilege of being part of an exciting annual project within our organization. We bring together individuals from various departments—marketing, sales, manufacturing, and more—and from different regions across North America to collaborate. As the saying goes, ‘two heads are better than one,’ and in this case, we combine diverse perspectives to generate innovative, out-of-the-box ideas aimed at making a real impact for our customers.

 We form teams to brainstorm, then go through a selection process to refine those ideas. At the end, each team presents their best idea, and a final vote determines which one will be pursued and brought to market. The key to our success is a shared commitment to making things better and easier for our customers. With that goal in mind, we can come up with truly unique solutions. By working together, we challenge each other’s ideas, identify potential pitfalls, weigh the pros and cons, and ultimately reach a consensus on what will best serve our customers.

What first drew you to engineering?

As an engineer, the most satisfying aspect of my work is the fulfillment of my innate curiosity. I find immense satisfaction in understanding and mastering the intricate processes behind everyday products. For example, there’s something profoundly rewarding about seeing a bottle of water on a store shelf and knowing the detailed journey it undertook—from raw material sourcing to production, packaging, and logistics. This comprehensive understanding of the process not only quenches my thirst for knowledge but also reinforces the impact of engineering on our daily lives. It’s the ability to unravel these complex systems and contribute to their optimization that fuels my passion for the field.

Describe your biggest career challenge.

While it may not have been my biggest challenge to date, this experience was pivotal in building the confidence that has since helped me tackle even greater obstacles. During my college engineering co-op at a local manufacturing facility, I found myself unexpectedly in charge when my manager went on vacation. That day, he received a call from a sister plant where the glue line was down, and he instructed me to go fix the problem. I was just a college student studying electrical engineering, with limited experience in programming and manufacturing lines. But when your boss gives you a task, you rise to the occasion.

Feeling overwhelmed, I arrived at the plant, where boxes were passing through the glue station without any glue being dispensed. I plugged in my laptop, took a deep breath, and began analyzing the code, grateful for the comments left by the programmer. As I reviewed the logic rung by rung, I found an issue— the rung that was supposed to activate the glue dispenser wouldn’t trigger due to a logical error. I fixed the code, redownloaded the program, and handed control back to the operator. In what felt like slow motion, I watched as the first box passed through the gluing station and emerged perfectly glued. I couldn’t believe it—I had just fixed my first manufacturing line.

Leaving the plant that day, I had a huge smile on my face and my head held high. That moment marked a turning point for me, as I realized that with determination and problem-solving skills, I could overcome any challenge thrown my way.

What career advice would you give to your younger self?

My father has always been my greatest inspiration. Despite facing significant challenges, including having to drop out of college to work full-time and support himself, he never gave up on his dreams. He began working at a young age, starting with a paper route, and as an adult, he found his job opportunities limited without a degree. Yet, when my siblings and I were young, he made the courageous decision to return to college while still working full-time. This determination and sacrifice left a lasting impact on me. From a young age, I remember him telling me to find something I love, so it would become more than just a job—it would be a fulfilling career. His relentless perseverance and the sacrifices he made for our family have shaped my values and drive. While I haven’t had the official title of mentor, I’ve been fortunate to assist high school students with their PLTW year-end projects and coach sports through our local park district. Through these experiences, I hope to inspire the next generation, just as my father inspired me.

What are other observations you have on engineering diversity?

Diverse teams bring a wealth of strengths to engineering and design projects, significantly elevating both the quality and innovation of the outcomes. By bringing together individuals from varied cultural, educational, and professional backgrounds, these teams benefit from a rich array of perspectives. This diversity of thought leads to a broader spectrum of ideas, approaches, and solutions, ultimately resulting in more innovative and effective designs. When tackling complex challenges, diverse teams are better equipped to approach problems from multiple angles, often identifying issues and opportunities that might be overlooked by more homogeneous groups. The fusion of different experiences and viewpoints naturally fosters creativity, encouraging experimentation with unconventional ideas and ‘outside-the-box’ thinking, which are crucial for driving innovation in engineering and design. Moreover, because these projects often aim to serve a wide range of users, a diverse team is more likely to understand and address the varied needs and preferences of a broad user base, leading to more inclusive and widely applicable products and solutions.

Diverse educational backgrounds can profoundly advance the field of engineering in numerous impactful ways. Engineers who bring knowledge and techniques from different fields foster cross-disciplinary innovation, leading to breakthroughs that might not emerge within a single discipline. For instance, merging insights from computer science, biology, and traditional engineering can drive groundbreaking advancements in areas like bioengineering, robotics, or artificial intelligence. Varied educational experiences also equip engineers with distinct problem-solving approaches. An engineer trained in physics may focus on fundamental principles, while someone with a business background might prioritize cost-efficiency and market impact. This diversity in problem-solving perspectives results in more robust and well-rounded solutions. Additionally, engineers with diverse educational backgrounds offer a broader perspective on the application of engineering solutions. For example, those with a background in environmental science might design products that are not only functional but also sustainable, taking long-term ecological impacts into account. Furthermore, educational diversity introduces varied thought processes and creative methodologies. An engineer with a background in the arts, for example, might emphasize aesthetics and user experience, leading to designs that are both highly functional and visually appealing, enhancing overall user satisfaction.