Industry experience and technical expertise enriches Universal’s ability to exceed customer expectations in US southern states.

May 6, 2015 – Universal Instruments is pleased to announce the appointment of Michael Welch as Southern States Regional Manager of Customer Operations. Welch will be responsible for the southern US states, including the Carolinas, Georgia, Alabama, Florida, Mississippi, Tennessee, Arkansas, Oklahoma, Louisiana and Texas. In this role, he will work closely with Universal’s area channel partners Cope Assembly, G-Force Reps and Technical Resource Corporation (TRC) to grow market share by improving coverage and enhancing customer satisfaction.

Welch joins Universal from the company’s New England channel partner, Matrix Sales, where he was a principal and Vice President of Sales for the past 27 years. As a manufacturers’ representative throughout his career, Welch brings a well-rounded knowledge base in all areas of printed circuit assembly and capital equipment sales, as well as an in-depth understanding of Universal’s product lines, having represented the company’s offerings for 7 years.

Universal Vice President of Customer Operations Brad Bennett explained that the appointment provides a “considerable boost to the Universal direct sales team, which should benefit significantly from Mike’s years of industry sales experience and familiarity with Universal’s product lineup.” He added, “As the only US-based manufacturer in the electronics assembly equipment industry, we’ve enjoyed great success in our own backyard. We expect that Mike will help us extend this success by leveraging his personal experiences in combination with our solutions portfolio, which has proven a great fit here in the US.”

Welch said on joining Universal, “This is really a logical step in my career, as I’ve featured Universal on my line card for some time now and have been able to deliver many winning solutions to my customers.” He added, “The comprehensive Universal technology portfolio gives me the flexibility to provide just about any prospective customer with a complete, single-vendor solution that meets all requirements and offers the ability to easily adapt to new product challenges.”

To learn more about Universal’s solutions for any electronics manufacturing challenge, contact Universal Instruments at +1-800-432-2607 or +1-607-779-7522 or visit