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Waldemar Christen named VP CRM of ASM SMT Solutions

Feb 12, 2021

 As the new Vice President CRM, Waldemar Christen will head the global customer relationship management operations of the SMT Solutions Segment of ASM Pacific Technology, the world's largest equipment manufacturer for the electronics industry. Waldemar Christen has already led the company's global service operations since 2015 and will now add global sales and global marketing to his duties. Armed with a degree in mechanical engineering with a focus on precision mechanics, Christen began his career in the R&D department of Siemens, where he occupied several positions in sales and as Head of Product Management Europe until 2007. After working in several management positions at electronics manufacturer BMK, Germany, he joined ASM in 2015.  

“We are already the premier address for everything related to the integrated smart factory, and our portfolio of hardware and software solutions up to comprehensive factory solutions keeps growing continuously. At the same time, our customers’ requirements are becoming more and more specific. Remote technologies as well as new models such as rental licenses, cloud software or contracts based on performance promises in terms of quality or yield make new and increasingly complex demands on the CRM organization. In short: I look forward to this new challenge because I know the quality of the SMT Solutions Team of ASMPT,” said Waldemar Christen during his introduction as the company's new VP CRM.

The Technology leader pools its marketing, sales and service operations, which include all global teams with direct customer contacts, under the Vice President CRM to ensure the best possible support for its customers. ”ASM is the supplier of choice for customers who want to advance in terms of automation and the digital transformation. It is our responsibility to support them in implementing their Smart Integrated SMT Factories” is how Christen describes his new duties. He takes over from Josef Ernst, who has been named the Chief Operating Officer (COO) of ASMPT SMT Solutions.

“We support all electronics manufacturers to build integrated smart factories and help them to secure their futures through digital transformation endeavors. To provide them with the best possible advice and support, we must continuously modernize our global CRM organization, make it interact more effectively via new tools and processes, and help it to become more agile. With his practical service experience, his total customer orientation and his energy, Waldemar Christen will drive this transformation forward and help us to expand our leading marketing position,” said Günter Lauber, CEO of ASM SMT Solutions.

The mission of the SMT Solutions segment within the ASM Pacific Technology Group (ASMPT) is to implement and support the smart SMT factory at electronics manufacturers worldwide.

The SMT Solutions segment of ASM Pacific Technology

ASM solutions such as SIPLACE placement systems and DEK printing systems support the networking, automation and optimization of central workflows with hardware, software and services that enable electronics manufacturers to transition to the smart SMT factory in stages and enjoy dramatic improvements in productivity, flexibility and quality.

Since maintaining close relationships with customers and partners is a central component of ASM’s strategy, the company has established the SMT Smart Network as a global forum for the active exchange of information between and with smart champions. In addition to being a founding member of the ADAMOS joint venture for the development of an IIoT platform for manufacturing companies, ASM is establishing together with other SMT manufacturers the open HERMES standard as a successor to the SMEMA standard for M2M communication in SMT lines.

For more information about ASM, visit

Headquartered in Singapore, ASMPT (HKEX stock code: 0522) is a global technology and market leader in leading-edge solutions and materials for the semiconductor assembly and packaging industries. Its surface mount technology solutions are deployed in a wide range of end-user markets including electronics, mobile communications, automotive, industrial, and LED. The company’s continuous investments in research and development help to provide its customers with innovative and cost-efficient solutions and systems that enable them to achieve higher productivity, greater reliability and enhanced quality.

For more information about ASMPT 

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