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Leadership

AREA President and Board Member
Associate Technical Fellow, Boeing
Paul Davies is an Electrical Engineer, and an Associate Technical Fellow in the Advanced Production Systems group in Boeing Research & Technology. He joined the company in 2003 as an intern, and has worked on multiple government and production programs, and both internal and external research projects. He is currently the principle investigator for technology development projects in Augmented Reality, Machine Vision and Advanced Visualization techniques in the Manufacturing domain.

Paul received a BS degree in Electrical Engineering from Rochester Institute of Technology in May 2004, and a MS degree in Electrical Engineering with a specialization in Digital Signal Processing from California State University Long Beach in May 2008.
AREA VP of Customer Segment and Board Member
Global Augmented Reality Product Management Director, Bosch Automotive Services Solutions
Juergen Lumera has more than 15 years experience in XML authoring and delivery solutions. In his current role as director TIS Product Management and Innovation at Bosch Automotive Service Solutions he is defining the next generation of technical documentation systems using Augmented Reality.

Prior to Bosch ASS, Juergen worked for SPX Corporation, a global manufacturing and industrial equipment supplier.
AREA VP of Provider Segment and Board Member
Solution Manager, Flatirons Solutions
Gates L. Scott is a Solution Manager for Flatirons Solutions' Managed Content Services division, specializing in the development of software for content lifecycle management and technical authoring and providing business process outsourcing for some of the world’s largest aerospace OEMs and high-tech manufacturers. Gates' team includes hundreds of content engineers who are experts in the application of the latest data standards such as S1000D, iSpec 2200, Mil-Spec, and proprietary specifications and regulations that exist within aerospace and other highly regulated industries. Gates works directly with all of Flatiron's stakeholders in R&D, Account Management, Marketing and Operations to develop customized platforms and more efficient ways to deliver enterprise and regulatory content. Gates also has 10 years of experience as a commercial helicopter pilot and Certified Flight Instructor.
AREA Secretary and Board Member
Founder & CEO, Augmate Corporation
Pete Wassell is a thought leader in the wearables industry and serving several roles in enterprise and community development. In his role as CEO of Augmate, he is responsible for the company’s strategic plan, fund raising and meeting the needs of the company in its high-growth stages. He is also the founder and moderator of the LinkedIn AR Glasses Group which helps professionals worldwide share information and insights about smart glasses.

Pete is the organizer and host of the Augmented Reality New York Meetup group and chair of the Augmented World Expo enterprise track.

Prior to founding Augmate Pete worked in several roles at IBM. As Program Director he managed the transformation of Prudential from a mutual company to a publicly traded stock company. He has also served as Executive Relationship Manager and was elected county officer.
AREA Treasurer and Board Member
Chief Strategy Officer, Contextere
Carl Byers has been immersed in simulation, virtual environments, and augmented reality since 1986 with a focus on knowledge capture, communication, and dissemination to improve awareness and decisions in engineering, acquisition, training, and workforce development.

As Chief Strategy Officer at Contextere, Carl focuses on AR/VR business innovation and expansion through product development, market diversification, and collaborative partnership and advocacy strategies; he held previous positions at Atlantis Aerospace and Presagis, and has driven innovation strategy in numerous companies through Logres, his business consultancy. Carl holds a Masters in Business Administration from the Schulich School of Business, a Masters in Human Security & Peacebuilding from Royal Roads University, and a B.A.S. in Engineering Physics from Queen’s University.
AREA Board Member
Technical Executive, EPRI
Dr. John J. Simmins is a Technical Executive at the Electric Power Research institute (EPRI) where he manages the Information and Communication Technology for Distribution project set. His current responsibilities focus on bringing thought leadership in the area of integrating diverse applications such as Advanced Meter Infrastructure, Meter Data Management Systems, Distribution Management Systems, Customer Information Systems, Geospatial Information Systems and Outage Management Systems.

Dr. Simmins also leads the EPRI efforts in the use of augmented reality, social media, data analytics, and visualization to improve outage restoration efforts and improve grid resilience. He received his B.S. and a Ph.D. in Ceramic Science from Alfred University in 1984 and 1990 respectively.
AREA Board Member
Global Director, Technical Communication Innovation and Best Practices Center, Huawei
Rhonda Truitt is a well-respected leader in technical communication with years of experience directing Fortune 500 Companies’ technical documentation and training departments. She is the Director of Innovation & Best Practices, Technical Communication at Huawei Technologies. Rhonda is passionate about innovative prototyping, user experience, and standards development. She founded the Huawei Augmented Reality Think Tank with leaders from around the globe to brainstorm AR as a delivery mechanism for technical communication. She is the co-founder and co-chair of the OASIS AR in Information Products Technical Committee and a member of The AREA board. She and her team at Huawei are in constant pursuit of ways to improve the user content experience. She holds an M.S. in Computer Education and Cognitive Systems from UNT and a B.S. in Journalism from BSU.
AREA Board Member
Senior Manufacturing Applications Engineer, Lockheed Martin
AREA Board Member
Manager, AR Engineering, Newport News Shipbuilding
Patrick was the founding leader of the Augmented Reality (AR) Program at Newport News Shipbuilding (NNS), and leads the development and engineering functions of AR at both NNS, and their commercial teaming partner, Index AR Solutions.

In 2011, Patrick had program manager responsibilities for a new ship design program. At that time, Patrick created an AR Team to prepare for construction directly from the engineering product model. He soon left his program responsibilities to develop AR capabilities at NNS on a full time basis. In 2013, after demonstrating technology maturity, he successfully led the team out of the R&D Division and into the Services Division, where the AR Team is presently based and growing. Today, Patrick believes AR can be a powerfully disruptive force across new construction, operations, maintenance, and overhaul efforts in maritime as well as other verticals.
Christine Perey is the founder and principal analyst of PEREY Research & Consulting. She provides highly strategic research, business- and market-building related services with an emphasis on building robust strategies leading to the successful introduction and widespread adoption of Augmented Reality products and services.

Christine’s partnership with leading firms, universities, experts and users brings a total view of the landscape in which your products and services will compete. PEREY Research & Consulting is a leader in the Augmented Reality industry, advising vendors, technology and application providers, research institutes and network operators on the design, launch and operation of Augmented Reality- and Internet of Things- based technologies, products and services.
AREA Board Member
Product Management Director, PTC
Marc Schuetz is Director of ThingWorx Product Management at PTC where he is responsible for the strategy and roadmap for the ThingWorx Studio Suite.

Mr. Schuetz joined PTC Product Management in 2011, working on the development of the PTC Creo Options Modeler, Unite Technology and the Performance Advisor for PTC Creo - PTC’s first smart connected product. He was instrumental in developing PTC’s point of view on the Digital Twin and participated in the development of Vuforia View, a component of the Vuforia Studio Suite, today known as ThingWorx Studio.

Mr. Schuetz began his career with PTC Germany in 2005 in Pre-Sales and and Global Account Management. He developed expertise in mechatronics product development, configuration and change management. Mr. Schuetz holds a B.S. in Mechanical and Process Engineering and a Diploma in Mechanical Engineering from the Technical University Darmst.
AREA Board Member
Chief Executive Officer, Upskill
Brian Ballard is the CEO & Co-Founder of Upskill, formerly APX Labs, where he is working on the next industrial revolution - using smart glasses to create powerful ways for the workforce to interact with the digital and physical world. Brian has been on the forefront of developing software solutions that enable revolutionary new scenarios for smart glasses in the enterprise. He is a frequent speaker, author, and recognized expert in the field of wearable computing.

Prior to founding APX Labs, Brian served as Vice President of Product Development at BTS, CTO of Mav6, and spent over a decade with the NSA. He has contributed to a book, multiple publications, and patents related to wearable computing. Brian holds a masters and bachelors in Electrical and Computer Engineering from Carnegie Mellon and an MBA from University of Maryland.
After graduating from Shanghai Jiao Tong University in 2006 with a Master’s degree, Zhang Xiaojun began working in CV/AR research and development at the SHARP Asia Research Center and Shanda Group Innovation Institute.

Zhang Xiaojun founded Visionstar Information Technology Co., Ltd. In 2012, and led its R&D team to quickly launch the first augmented reality engine in China. He and his team are focused on building AR infrastructure and promoting the development of the AR industry ecosystem.

Staff

AREA Executive Director
Founder and Managing Director, Sagey11, Ltd.
Mark Sage is the founder and managing director of Sagey11 Ltd. His company providers strategic and operational consulting on marketing and business development, focusing on building lasting partnerships especially for technology start-up and scale-up companies. He has worked with and led various Alliances and Associations primarily in the mobile operating system space (including Tizen Association and Symbian Foundation).

With a focus on building long term relationships, offering value and ROI for its members his goal is to develop a robust and active ecosystem for AR within the enterprise. His background includes a strong interest in AR, VR and IoT. He is excited to work with AR customers, providers and research organizations to the benefit and growth of the AR within the enterprise.
IT Systems and Web Services
Consultant, SpartingTECH
Steven Partington is an independent technology consultant currently managing IT systems and web services for the AREA. Formerly a technology director for Condé Nast in New York City, Steven´s background and expertise lie in enterprise mobile device management and desktop systems engineering.

Having developed a deep interest in augmented reality a few years ago at an augmented reality standards session in Barcelona, organized by Christine Perey, Steven began to understand the enormous potential for AR in the workplace.

In 2013, he resigned his director position and moved to Barcelona, Spain, in search of new career challenges. In early 2014, an opportunity arose to collaborate with Ms. Perey on a new AR technology alliance start-up called the AREA. He has not looked back since.
AREA Community Assistant
PhD Candidate, Open University
Giuseppe Scavo is a PhD candidate at the Knowledge Media Institute, the Open University, UK. He is investigating how the combination of Augmented Reality, Wearable Technologies and Internet of Things can enhance performance and training of blue-collar workers in the manufacturing industry. Through the always-on, context-aware experience provided by these technologies and the sensing capabilities of new generation sensors, Giuseppe’s aim is to study new interaction paradigms that can facilitate workers’ skills acquisition, decrease tasks completion time and error rate and boost safety and ergonomics on the workplace.
Social Media Specialist
Social Media Consultant & Trainer, Zebra Consulting Group
Rachel Sutcliffe is the Founder of Social Media Consultancy Zebra Consulting Group, Scarborough, UK. Rachel provides part time support to the AREA promoting news, research, events and connecting Augmented Reality thought leaders globally via Twitter and LinkedIn.

Having completed an MSc in Elearning & Multimedia in 2015, Rachel developed a strong interest in Social Media, made it the topic of her dissertation and subsequently set up a business to assist enterprises using social media. As a qualified IT teacher with 10 years in the education sector, Rachel now delivers training to the business community.

Her strong interest in high growth technology and its potential for business improvement is what attracted Rachel to the AREA. Drop by and say hello on Twitter and LinkedIn!
AREA Board and Member Support, Webinar Manager
Program Specialist, Virtual, Inc.
Amanda O’Brien is a Program Specialist at Virtual, Inc., the leading technology-focused association management company. At Virtual, Amanda works across several clients providing continuous support crucial to helping them achieve their mission and goals.

For the AREA, she provides support for member services, board meetings also serves as the manager/producer for webinars. Amanda is based out of Boston, MA and has a B.S. in Communications with a concentration in Public Relations and Marketing from Roger Williams University.
Event Planning and Management
Project and Event Manager, Open Intelligence Agency
Emily Reed is an event planning consultant focused on making the AREA meetings and conferences productive and interesting.

With over 20 years of brand strategy experience, she’s worked with over 100 companies from start-ups to Fortune 500s to help them bring their brands to life. She has a particular interest in helping people make connections between products, ideas, or each other.
AREA Editor and Content Manager
Consultant, Cassidy & Co.
Jim supports the AREA by developing content strategy, authoring original and thought leadership content, editing content from members and third parties, and producing newsletters. A freelance marketing communications writer, Jim has operated his own company, Cassidy & Co., since 1990. Some of his notable writing credits include: annual reports for Biogen and PTC; executive speechwriting for EMC and Sun Life Financial; video scripting for Staples and MIT; website content for NTT DATA and Waters Corp.; and the voice-over script for C3PO in the international exhibit, Star Wars: Where Science Meets Imagination.