The people that make it happen

At the heart of our success is a group of passionate, skilled and dedicated individuals who bring our mission to life everyday

Steve Potter
Group Director

After finishing his Honours degree in Electrical and Electronic Engineering at Cardiff University in 1997, Steve went to work at Control Techniques as a Design and Applications Engineer. Here he gained a grounding in electrical system design and project management, specifically with inverters, PLCs and communications. In 2001, Steve branched out to start his own company, TwentyFourSeven Engineering, which designed and manufactured systems for applications all around the world.

It was also the year in which he achieved Chartered Engineer status. Building on this background, he formed Absolute Automation with Roger Newey in 2010 and the firm moved into new, much larger facilities in Bromsgrove.

Today, Steve and Roger head up the Absolute Automation Group, comprising three distinct offerings: Automation Systems; Online Store; and Robotics. In his spare time, Steve enjoys climbing with the family.

Roger Newry

Group Director

After completing his Honours degree in Electrical Engineering at Southampton University in 1987, Roger went to work for Pirelli Cables in Hampshire as a Projects Engineer. Here, he was responsible for the development and project management of control systems for Power Cable Manufacturing Machinery, as well as upgrades to existing plants. During this time, Roger became interested in the emergence of the digital DC and AC motor drives, along with industrial communications networks.To progress this side of his career, Roger moved to Control Techniques in 1997 and worked for nearly 10 years in its design and applications division – designing motor control systems for a wide range of industries from food and beverage, to molten steel. After working for four years as an independent consultant, Roger joined forces with Steve Potter, forming Absolute Automation in 2010.

Today, they head up Absolute Automation Group. Away from the office, Roger is an enthusiastic dinghy sailor and a member of the Shropshire Sailing Club.

Fran Jupp

Group Operations Manager

Fran began her career in hospitality and retail, gaining experience in operations, customer service, and team leadership. She held key roles at The Body Shop, Whitbread Breweries, and Pret a Manger, developing skills in staff training, branding, and business administration.

She later moved into HR and recruitment with Compass Contract Catering, focusing on talent acquisition, policy development, and employee engagement across corporate clients.

Fran’s operational expertise led to managerial roles in retail and catering, including Catering Manager at Compass and Retail Manager at Brown & Green Farm Shops, where she oversaw complex business functions and team performance.

In 2012, she founded Happy Turtles Ltd, a group of nurseries and an afterschool club. As Managing Director, she built the business from the ground up, creating systems, HR policies, and a strong brand. For eight years, she led a team of 20, delivering high-quality childcare while navigating the challenges of entrepreneurship.

Fran joined Absolute Automation Group in June 2020 and bringing her wealth of experience now serves as Group Operations Manager. In this role, she oversees daily operations with a focus on budget and financial management, team leadership, and human resources.

Mark Smith

Sales Manager

Mark was educated in Electronics Engineering during his time in the Royal Navy. After he left in 1984, Mark joined Heenan Drives, in Worcester, as a Service and Commissioning Engineer. It was during his time there that Mark gained extensive knowledge in both AC and DC drive systems, as well as Eddy-Current drive systems, and moved into a sales position.

He joined Omron Electronics in 1992, where he gained further knowledge on drives and PLC (programable logic controller) systems, working closely with major original equipment manufacturers and distribution. Mark progressed to Business Team Manager, running a small sales team, before moving to Schneider Electric where he ran a much larger sales team. Since then, Mark has had experience of running a business, where he gained knowledge in senior management and business practices.

Mark joined Absolute Automation in 2017 as Sales Manager, with specific responsibility for drive sales and support. Outside of work, Mark is a keen football coach and coaches a local team in Worcester called Powick FC.

Paul Mason

Projects manager

Paul started as an apprentice mechanical design engineer at STADCO Automation in Shrewsbury, after 5 years leaving as a qualified design engineer. Paul then went to Labtech in Presteigne for a couple of years as a Mechanical inspector, utilising and programming a CMM. Moving to Telford and joining EWAB where he started as a design engineer and moving through various positions gaining knowledge of production and flow systems during his 24 years at the company, finally becoming a Business Support Engineer working directly with end users and sales teams to provide automation solutions, with further support to the Group aiding the CFO and CCO with internal group wide projects.

Paul joined Absolute Automation in October 2021 as Projects Manager, with responsibility for providing insight and support for volume production within Absolute Automation. Paul is further supporting the Directors with internal projects.

Outside of work, Paul enjoys motorsports, and with his partner enjoy motorcycle days out, when the weather permits.

Tracey Kendall

Administrator & H&S Coordinator

With an extensive background in the care and food industries, Tracey brings excellent organisational skills and a wealth of practical experience to the team.

Joining Absolute Automation in May 2023 as Assistant Administrator, supporting day to day office operations with administrative tasks and projects ensuring our team stays organised and efficient.

Tracey has progressed to H&S Coordinator, playing a key role in maintaining a safe and compliant workplace, ensuring compliance in line with the highest safety standards

In her spare time, she enjoys drawing, walking, and visiting National Trust properties in the UK.

Jessin David

Electrical Design Engineer

Jessin graduated with a Bachelor's in Electrical and Electronics Engineering from Mahatma Gandhi University, India, and a Master's in Electrical Engineering from the University of Auckland, NZ.

She started at SCOTT Technology in New Zealand, progressing from intern to Electrical Design Engineer, gaining experience in electrical schematics and automation systems.

Since July 2022, Jessin has been an Electrical Design Engineer at Absolute Automation, contributing to automation projects with her skills in EPLAN Pro Panel, ZWCAD, and ERP systems.

When she's not at work Jessin finds fulfilment in spending quality time with her family, moments she holds close and values deeply

Spencer Evans

Commissioning Engineer

Spencer began his career at Control Techniques in 2006 as an apprentice panel wireman, earning City & Guilds in electrical installation and 17th Edition certification.

He progressed through the test department and technical support while studying part-time for a degree in electrical and Electronic engineering, where he developed a strong interest in inverter technology.

He then moved into service and commissioning, gaining valuable field experience, and later became a systems engineer, developing inverter applications.

Now at Absolute Automation as a commissioning engineer, Spencer works with Siemens and Allen Bradley drives and PLC's, expanding his automation expertise and technical skill set.

In his spare time, spencer enjoys paragliding.

Brandon Cartwright

Senior Test Engineer

2014 Brandon completed a Diploma in Light Vehicle Technician, while working as a support worker for young adults with learning difficulties, an experience that built my communication and teamwork skills. In 2015, starting a 4-year advanced apprenticeship as a Service Engineer in the Snack Food Industry, travelling globally to install, repair and commission machinery. During 2016, I had earned certifications in 17th Edition Wiring & 2393 Part P Building Regulations, 2391 Test & Inspection. In 2017, joining the Testing Department, testing complete systems and control panels. By 2019, completed an Extended Diploma in Manufacturing Engineering and was promoted to Testing Team Leader, managing engineers and apprentices, collaborating with Quality & Design teams and conducting FAT tests.

Joining Absolute Automation in 2022 as a Test Engineer and was promoted to Senior Test Engineer in 2025.

Outside of work, Brandon is passionate about Strongman coaching and sports.

Mathew Stevenson

Shopfloor Supervisor

Mathew started his working life in 1999 as a quality controller, working in a factory making rubber hoses for cars and gas fittings, then as a quality technician in Carphone Warehouse repairs centre.

Starting his panel wiring career in 2006 working for IDE systems where he completed a Level 2 and 3 electrical installation city and guilds.

Then in 2009 worked for Power Panels in their prototype cell building brand new panels and making them ready to be put on to the production line. Between 2012-2018 joined Micaline, building control panels for industrial magnets and train wash systems. From 2018 was at Integral Electrical Systems doing building and testing power boxes for events such as Glastonbury.

Mathew joined Absolute Automation in 2023 where he works as Shopfloor Supervisor building systems and supporting the Shopfloor Manager.

Mandy Bethall

Panel Wirer / Fitter

Mandy has worked in multiple manufacturing companies for many years mainly in press work, final inspection and assembly.

Taking a career change in 2013 moving into palliative care sector for BUPA.

Mandy decided to return into manufacturing in 2017, starting as a panel wirer, building panels going into wind farms and energy saving, progressing to a supervisory role.

Mandy joined Absolute in 2022 as part of a build team for production panels, progressing into the build of our bespoke panels.

David Speake