HotSeat: Ashlee Gough, Area Sales Manager at Sumitomo (SHI) Demag UK and Ireland

Sumitomo (SHI) Demag is a global leader in injection moulding technology, recognised for its commitment to innovation, sustainability, and efficiency. With a strong presence in the UK and Ireland, the company continues to support manufacturers by providing solutions, expert guidance, and flexible service offerings.

In this PlastikMedia HotSeat interview, Ashlee Gough reflects on the changes the UK plastics industry has faced in recent years, from rising energy and raw material costs to the growing demand for efficiency and sustainability. Gough discusses how Sumitomo (SHI) Demag is responding through increased electrification, collaborative partnerships, and tailored support to help manufacturers optimise their processes and stay competitive in an evolving market.

What trends do you think will shape the future of UK plastics? How will Sumitomo (SHI) Demag respond?

It is certainly no secret that our industry has experienced greater change in the last five years compared to the entire previous decade. The cost has been the biggest and arguably the most influential factor impacting manufacturers. Although the rising energy costs were well reported, the impact of the pandemic and geopolitical tensions, including the war in Ukraine, also affected other fluctuating costs, particularly raw materials, labour overheads, storage, logistics, property, etc.

All of these elements added together directly impact the price of components. Consequently, the competitiveness of manufacturers and the fluctuations as a result of inflation also make strategic forecasting even harder. Now, more than ever, efficiency, productivity, and identifying saving opportunities are the topics that manufacturers are talking to us most about.

Given this, collaborations that help to reduce demand on internal resources and deliver process improvements are likely to be the most important trend moving forward, offering mutual benefits to all parties within the supply chain, particularly the end user. OEMs and other industry suppliers offer a wealth of experience and expertise. Drawing upon consultative support can lead to significant savings for existing and prospective customers who are urgently seeking efficiency improvements.

For some, this could involve implementing a strategic plan to invest in newer, cleaner, more energy-efficient and more productive technology. For other processors, it could involve focusing on how to get the most from existing technology. Any supplier can and should be used as a sounding board for support/advice on good manufacturing practices and provide access to impartial yet proven ways to approach efficiency challenges.

At Sumitomo (SHI) Demag, the mechanisms for this partnership approach are already well established. Our global team of industry specialists – packaging, medical, automotive, LSR, electronics and digital platforms– provide access to global insight and perspective. As a result, we are already seeing an increase in demand for this more collaborative approach and are adapting our response to any request.

The most common enquiries range from a full study analysing potential savings from investment in machinery to re-configurations of existing machinery, investment in people through on-site or off-site training or resource allocation for process and engineering support. Manufacturers have learned to expect high levels of flexibility from their machinery, why shouldn’t they expect the same flexibility from their supplier? Sumitomo (SHI) Demag UK and Ireland have the means and the want to be able to provide this level of customised service. I feel that this approach puts us in the strongest position to continue to support our industry for many years to come.

How has Sumitomo (SHI) Demag developed during your tenure?

Having been at Sumitomo (SHI) Demag UK for just under five years, it’s amazing to reflect on the development in what is, in business terms, a relatively short space of time. The most notable development for me is the global organisation’s commitment to the continual electrification of our range. In 2018, Sumitomo (SHI) Demag decided to only offer an all-electric solution below 160T. A bold yet well-calculated move at the time that set a benchmark that the industry quickly began to embrace!

In 2022, we sold our 80,000th all-electric injection moulding machine and in the same year released our PAC-E machine for high-speed packaging applications, plus our IntElect2 S range to bridge the gap between ultra-fast and standard cycle times. These releases in 2022 meant that no matter the market requirement, we had a suitable all-electric solution! In 2023, we further utilised our in-house drive systems to offer a fully integrated automation solution in the shape of our SAM-C and SAM-S robots.

In addition to the global strategy, a lot of development has been taking place here at Sumitomo (SHI) Demag UK and Ireland. Also in 2023, we aligned with our parent company’s slogan “ACT!Sustainably” by becoming the first known IMM OEM in the UK to be measured by Carbon Neutral Britain’s credible and globally validated offsetting standard. The company intentionally selected Carbon Neutral Britain as it follows the ISO 14064 and GHG Emissions Protocol Accounting Standards.

Alongside all of these changes, we continue to build greater flexibility into our approach. We are continually investing in our people and our in-house capabilities. Which, when combined with our award-winning use of digital tools, self-made and third-party integration, will only further enhance the experience for our client base.

What do you credit as the key to your success?

I’m lucky to have a very supportive family, colleagues and also a brilliant network of people. This has always enabled me to immerse myself entirely in my job and it’s something I’m very conscious of.

I’ve been very fortunate in my career so far to work for some world-class businesses and with some incredibly knowledgeable and genuine people. My initial introduction to the injection moulding world started with my toolmaking apprenticeship at Southco Manufacturing, where I later progressed through to the maintenance team. From Southco, I was offered the opportunity to take to the road as a Service Engineer for Arburg, before switching to sales here at Sumitomo (SHI) Demag UK. The one constant has always been the calibre of work colleagues.

For such a huge industry, it is quite a small professional network where the quality of relationships underpins the success of every project. Throughout each stage of my career (so far) there are fond memories which I constantly draw upon. I feel incredibly fortunate to have been mentored and guided by some of the best in the industry who have always been willing to take the time to guide and share their knowledge with me.

What has been the greatest challenge in your career?

On reflection, I’d have to say the greatest challenge in my career (so far) would have to be leaving the comfort of my position as a Maintenance Engineer at Southco to go onto the road as a Service Engineer at Arburg. I’d spent the best part of five-plus years in the same factory, with the same people, working on the same machinery and all within the comfort of a 20-minute drive from home.

When all of these familiarities are taken away, and you’re suddenly 200 miles from home, in a different environment, on an older machine, with a fault that a team of experienced maintenance engineers have already tried and failed to identify, it really forces you to revert back to basics and focus on everything you’ve been taught. It was very much a case of sink or swim! However, this is also a phase in my career I still look back on as a good reminder to myself that no matter how bad any situation looks at first glance, there’s never a problem that can’t be solved! Just dig deep, recall the basics and trust in your ability.

What advice do you wish you’d had on entering the industry and does that differ from the advice you would give to an apprentice joining now?

As previously mentioned, ever since I was an apprentice, I’ve always been very fortunate to be surrounded by experienced people who were willing to and have always offered sound advice. In that respect, I don’t believe there was anything lacking. My goal is now to ensure that future intakes are given the same breadth of support and professional guidance.
Apprenticeship schemes and apprentices are what this industry needs to fill the ever-increasing skills gap. Sumitomo (SHI) Demag UK currently has two apprentices within our team. This was also how many of our managers started their careers too.

Where possible, we will look to appoint more, as we firmly believe it is the best way to learn the profession. My advice to an apprentice joining the industry now is “be a sponge” – listen to those who are more experienced and absorb everything! At the same time, don’t be afraid to ask questions or present new ideas. This is how engineering evolves. For new intakes, there are countless pathways, and also great opportunities for promotion as with hard work, enthusiasm and high standards, the world really is your oyster.

What hidden talents do you have?

I’m a very keen mountain biker! Having spent most of my childhood on and around anything with two wheels, it’s only natural that I inherited the passion for bikes. My preferred discipline turned out to be downhill mountain biking and I was fortunate enough through my late teens into my early twenties to represent several different bike brands at regional, national and European races. It was a brilliant experience and one that I’ll always remember. However, with age comes a little more wisdom so I’m no longer throwing myself down the side of the mountain. Instead, I’m quite happy plodding (and I really mean plodding!) around the local forest.

All of the above now takes second place from running around after my two-year-old daughter! That isn’t a secret talent, but definitely my favourite hobby!

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