Meet The People | Jorgan Newell: From Sales Engineer to Engineering Team Lead at AWL US

Sometimes a career path turns out differently than you initially expect. For Jorgan Newell, it started with a study he did not consciously choose, but one that ultimately led him to a versatile role at AWL. We spoke with him about his journey from Industrial Engineering to Sales — and how he is now making an impact as Engineering Team Lead in the United States.

From studies to passion

“I studied Industrial Engineering & Information Systems. It wasn’t my first choice — I originally wanted to pursue system administration and programming. However, after some time, I realized that coding all day would not make me happy in the long run. I’m someone who likes to reflect and learn from experiences: what went well, what didn’t, and how I can improve. That mindset — learning through trial and error — led me toward industrial engineering, data, and strategy. That’s where I truly felt at home.”

The step to AWL

When Jorgan decided he wanted to work in the automation industry, AWL crossed his path. “Automation is the future. I initially applied for a technical role, but was offered a position in Sales instead. That was exciting, because I’m naturally introverted. Still, I decided to go for it to push myself out of my comfort zone. Live and learn, right?”

From Sales Engineer to Engineering Team Lead

Jorgan started at AWL in May 2022 as a Sales Engineer. Since January 2025, he has been Engineering Team Lead. “My role is now roughly a 50/50 split between Sales and Engineering. On the Sales side, I act as Account Manager, Business Developer, Sales Engineer, Concept Engineer, Cost Engineer, and the link to Engineering. On the Engineering side, I lead three direct Mechanical and Hardware Engineers, as well as three indirect Engineers who currently work primarily for our Automotive customers at our Spartanburg location. Over the coming year, these indirect team members will transition fully under my leadership. I support capacity and resource planning, provide input on project decisions, and work on sustainable improvements for AWL US.”

What makes your work challenging and enjoyable?

“What I enjoy most is influencing strategy and being able to think along with how we approach the market and our projects. We are doing something completely new for AWL here, so every project brings unique challenges. That is also the most difficult part: there is no existing template or structure — everything has to be built from the ground up.”

Proud of collaboration

One of Jorgan’s proudest moments at AWL? “The start of the GNC project, a robotic depalletizing machine for cardboard boxes and shrink-wrapped items. We collaborated with the AI vision software supplier in our Experience Center on something new for both teams. When we achieved our first success with multi-picking the boxes and items, the reactions were amazing. That moment will always stay with me.”

How would you describe the culture at AWL US?

“The culture at AWL US is dynamic and people-focused. With three locations across the US, teams work largely independently, creating a high level of individual responsibility. At the same time, the connection between colleagues remains strong, and there is active collaboration across locations. For me, AWL is a place where I’ve met many great people I would otherwise never have gotten to know.”

What drives you on a daily basis?

“Making progress and creating an environment where colleagues feel supported. It gives me satisfaction when I end the day with a sense of purpose.”

(Career) advice for those starting out in tech

“Just try it and dare to push yourself out of your comfort zone — you may discover something great that you didn’t expect. At the same time, remember that your reputation is built in quiet moments. It’s not just about being visible, but about what you actually deliver.”