TTA Meeting Speakers
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Wendy Covey
CEO, TREW Marketing
Presentation
The AI-Enabled Buyer Journey: How Technical Buyers Find Suppliers Now
AI is rapidly reshaping the technical buying journey. Engineers and industrial buyers are increasingly using tools like ChatGPT, Perplexity, and AI-powered search experiences to
research solutions, compare suppliers, and build shortlists…often before ever visiting a company website.
In this session, Wendy Covey will share how technical buyers are integrating AI into their purchasing process and what this means for manufacturers in the transformer industry.
Attendees will learn how technical content, website structure, industry visibility, and third-party credibility all influence whether their company appears and earns trust in AI-driven
discovery.
This presentation will deliver practical guidance for industrial companies that want to stay visible and relevant as buyer behavior evolves.
Key takeaways:
🔶 How engineers are using AI during supplier research
🔶 Why traditional SEO alone is no longer enough
🔶 What makes technical companies more discoverable in AI-generated answers
🔶 The growing importance of trusted industry content and digital credibility
Biography
Wendy Covey is the CEO of TREW Marketing, author of Content Marketing, Engineered, podcast host, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America...and a Texas fishing record holder.
For 29 years, Wendy and her team at TREW Marketing have helped hundreds of engineering and manufacturing companies elevate their brand, engage their audiences, and generate new opportunities through insightful research and unrivaled industry expertise.

Cory McNeley
Managing Director, UHY Consulting
Presentation
How to Implement AI on the Shop Floor
This presentation offers a practical framework for manufacturers looking to transform AI interest into measurable operational results. It positions AI as a decision-support capability that enhances day-to-day decision-making across key areas including asset reliability, product quality, throughput, material flow, workforce effectiveness, safety, and energy management.
Participants will learn how to identify high-impact use cases, evaluate data readiness, select appropriate AI solution patterns, and design architectures that enable action at the point of work. The session explores proven applications such as predictive maintenance, AI-powered quality inspection, production scheduling optimization, and operator assistance.
Beyond technology implementation, the presentation highlights the critical role of disciplined pilot execution, cross-functional accountability, governance, user trust, and outcome-based measurement. Attendees will leave with a practical 90-day launch plan and a scale-readiness framework to help convert AI opportunities into controlled pilots that demonstrate value, build organizational confidence, and evolve into sustainable operational capabilities.
Biography
Cory McNeley is a Managing Director with UHY Consulting and leader of the Technology Innovation service line which provides, digital strategy, technology sourcing, technology automation, digital transformation, and artificial intelligence & machine learning advisory services to strengthen and transform the office of the Chief Financial Officer. Drawing from over 20 years of experience, his expertise spans international operations, manufacturing, defense and aerospace, retail, government, and service sectors.

David Whitehead
President, Schweitzer Engineering Laboratories
Presentation
Transforming the electric grid to meet future demands
The electric power industry is undergoing one of the most significant periods of growth and transformation in its history. Rapid expansion of data centers, advanced manufacturing, electrification, and other large energy consumers is driving unprecedented demand for electricity and challenging utilities to expand generation, transmission, and distribution infrastructure at an accelerated pace. Capital investment across the electric sector is growing at rates not seen since the major grid buildout of the late 1970s.
In this presentation, Dave Whitehead will examine the current state of the electric power industry, the forces driving future demand, and the challenges utilities face in maintaining reliability while integrating new generation resources and serving rapidly growing loads. He will also discuss emerging technologies, grid modernization strategies, and the critical role transformers play in enabling the protection, automation, control, and reliable delivery of electric power in an increasingly complex grid.
Biography
Dave Whitehead is president of Schweitzer Engineering Laboratories
(SEL), overseeing global operations in
Research & Development (R&D), Sales and Customer Service, Engineering Services, Marketing, and Corporate Affairs. He is responsible for translating executive vision into effective corporate strategies that prioritize quality, innovation, service, and growth.
He received a Bachelor of Science in electrical engineering from Washington State University and a Master of Science in electrical engineering from Rensselaer Polytechnic Institute. He holds an honorary doctorate in electrical engineering from the University of Idaho in recognition of his contributions to the electric power industry.
Dave joined SEL as a hardware engineer in 1994 and has held various positions, including research engineer, chief engineer of government services, vice president of R&D, chief operating officer, and chief executive officer.
He served in R&D for more than a decade, leading design and development of products and systems that manage, monitor, and control critical infrastructure. He continues to be instrumental in the development of new innovations at SEL and has been credited with 106 worldwide patents to date.
As president of SEL, Dave leads a globally distributed workforce supporting research, manufacturing, engineering services, and technical sales worldwide and directs supply chain restructuring to strengthen resilience, diversification, and security. He leads expansion into new markets serving customers in more than 170 countries through over
20 foreign branches and wholly owned subsidiaries. Dave regularly represents SEL in international forums and has presented and testified on energy infrastructure and cybersecurity including before U.S. government bodies where his work influences global standards and cross border adoption of critical infrastructure technologies through aligned international standards.
Dave is a senior member of IEEE, and the past chair of the IEEE Power
& Energy Society Substations C6 committee. He serves on the board of directors for SEL, Veracity Industrial Networks, and the National Association of Manufacturers. He is a member of the Federal Reserve Bank of San Francisco Economic Advisory Council.
SEL is a 100 percent employee-owned company that serves the power industry worldwide through the design, manufacture, supply, and support of products and services for power system protection, monitoring, control, automation, and metering. SEL offers unmatched local technical support;
a worldwide, ten-year product warranty; and a commitment to making electric power safer, more reliable, and more economical.

Ivan Vrabie
Principal Engineer, Electrical Insulation Systems (EIS), UL Solutions
Presentation
Navigating UL Certification and Material Qualification: Practical Strategies for Transformer Manufacturers
Electrical insulation systems and material qualification programs form the foundation of transformer safety, reliability, and regulatory compliance. Yet many transformer manufacturers continue to face challenges when managing material substitutions, engineering changes, supplier transitions, and certification requirements within UL-recognized systems. Questions often arise regarding what constitutes a functionally equivalent material, when additional testing is required, whether to maintain an independent UL file or adopt an existing supplier file, and how to efficiently manage approvals without compromising compliance or performance.
This presentation explores the practical and technical considerations behind UL's material approval and certification framework from a transformer manufacturer's perspective. Topics include decision-making approaches for evaluating material substitutions, understanding the distinction between electrically insulating and non-electrically insulating materials, the role of thermal aging and insulation system qualification testing, and the historical engineering basis behind UL-recognized material systems. The discussion also examines the advantages and limitations of owning versus adopting a UL file, opportunities for utilizing qualified in-house laboratories, and best practices for managing engineering changes and alternate material approvals.
By providing both technical context and practical guidance, this session aims to help transformer manufacturers make informed decisions, reduce certification delays, improve change-management processes, and maintain confidence in the long-term performance and compliance of their products.
Presentation
Ivan Vrabie is a Principal Engineer with UL Solutions and serves as the global technical expert for Electrical Insulation Systems (EIS) and associated product categories covered by UL 1446, Standard for Systems of Insulating Materials – General and other EIS associated standards. With more than 15 years of experience in electrical insulation systems, he provides technical leadership for the interpretation and application of EIS standards and Certification Category (CCN) requirements worldwide.
In his role, Ivan oversees technical decisions related to EIS certifications, drives global technical consistency, and supports the expansion of UL Solutions' EIS capabilities. He works closely with manufacturers, material suppliers, and certification teams to address complex technical challenges involving insulation system design, qualification, and compliance. He also develops and delivers internal and external training programs and represents UL Solutions as an EIS subject matter expert on industry technical committees and standards development activities.
Ivan holds a Master of Science degree in Geography and Biology from Tiraspol State University in the Republic of Moldova and an Associate of Science degree in Electrical Engineering Technology, graduating Summa Cum Laude, from Three Rivers Community College. He has also completed additional graduate-level coursework in Electrical Engineering at the University of Hartford, North Carolina State University, and Colorado Technical University.
Based in Morrisville, North Carolina, Ivan is recognized for his expertise in electrical insulation systems, material qualification, thermal aging evaluation, and standards development for electrical and electronic equipment.
Julie Berndt
President, Johnson Electric Coil
Presentation
From Shop Floor Chaos to Cultural Excellence: A 35-Year Journey in Operational Transformation and Workforce Ownership
Transforming a manufacturing plant's culture from an undisciplined, low-margin environment into a clean profitable operation where employees take true ownership is one of the toughest challenges in our industry. In this presentation, I will share practical insights and real-world applications from my 35 years at Johnson Electric Coil Co. I will detail the step-by-step processes used to implement Lean manufacturing, eliminate traditional management friction, and foster a self-directed workforce that drives efficiency and exceptional customer service. My goal is for attendees to walk away with actionable strategies for building a high-ownership culture on their own shop floors.

Alex Chausovsky
3DM Consulting
Biography
Alex is a highly experienced market researcher and analyst with more than two decades of expertise across subjects including economics, manufacturing, automation, advanced technology trends and business cycle analysis. He has consulted and advised companies throughout the US and Canada, Europe, South America, and Asia.
Alex has delivered over a thousand presentations, webinars, and workshops to small businesses, trade associations, and Fortune 500 companies across a spectrum of industries, and is the go-to source of industry data and insights for business owners and leaders. Alex’s analysis has been featured in the Wall Street Journal, on the BBC, and on NPR, and he is a Top Voice on LinkedIn.
Alex has worked with over 200 trade associations and thousands of individual companies since 2007. His reputation for delivering valuable, objective, and practical insights is documented across hundreds of testimonials and satisfied audiences around the globe.