Mitsubishi Electric Automation, Inc. Welcomes New Managing Director Felipe Rivera

  • August 03, 2021
  • Mitsubishi Electric Automation
  • News
Mitsubishi Electric Automation, Inc. Welcomes New Managing Director Felipe Rivera
Mitsubishi Electric Automation, Inc. Welcomes New Managing Director Felipe Rivera

Mitsubishi Electric Automation, Inc. has announced the hiring of Felipe Rivera to serve as managing director for Mitsubishi Electric Automation, Inc.’s Mexico branch. In his new position, Rivera will develop and implement growth strategies, as well as oversee daily business operations and management.

Rivera brings a wealth of knowledge regarding market behavior within Mexico and Central America, and joins the organization with 29 years of automation experience, including executive positions at Emerson and Schneider Electric. As the vice president and general manager at Schneider Electric in Mexico City since 2014, Rivera oversaw brand equity, transformed Schneider Electric’s front-end business, and was instrumental in facilitating sales growth in the region.

During his time there, he oversaw the merger of Invensys Systems into Schneider Electric operations in 2014 without compromising brand market impact and sales volume, repositioning Schneider Electric as a process automation market leader. His most recent achievement was leading his team to obtain the Main Automation Control (“MAC”) business for the new Dos Bocas refinery, which was the largest automation project in the Mexican Market.

“Felipe is a results-oriented executive who places a priority on meeting customer needs and developing customer centered solutions,” said Milton Coleman, vice president of sales at Mitsubishi Electric Automation, Inc. “His extensive success in developing and implementing successful growth strategies and his passion for developing high performance teams make him a great choice to lead our Mexican and Latin American organization as Managing Director.”


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