DWFritz Automation Appoints Brent Barcey as Vice President and General Manager of Advanced Manufacturing Solutions Division, Signaling Strategic Expansion into High-Tech Vertical Markets
DWFritz Automation, LLC, a globally respected name in precision metrology, inspection, and assembly automation, has announced a key leadership appointment that underscores its commitment to next-generation manufacturing. Brent Barcey, a seasoned executive with a robust background in robotics, automation, logistics, and business development, has officially joined the company as Vice President and General Manager of its Advanced Manufacturing Solutions (AMS) Division.
In this strategic role, Mr. Barcey will oversee the division’s go-to-market strategy and execution for build-to-print solutions tailored to high-tech manufacturing clients. These solutions, which range from custom automation systems to highly precise metrology tools, are aimed at industries increasingly driven by the need for efficiency, scalability, and technological sophistication.
A Leadership Appointment Aligned with Industry Shifts
DWFritz Automation’s decision to bring Mr. Barcey on board reflects more than a personnel change—it signals a strategic move toward scaling operations across a broader range of vertical markets, including aerospace and defense, e-mobility, consumer electronics, semiconductor manufacturing, and advanced medical devices.
According to Michael Pacione, Chief Executive Officer of DWFritz Automation, the appointment marks a pivotal evolution in the company’s growth strategy. “Production lines today require advanced capabilities that are often too cost-, time-, or labor-intensive to build and maintain in-house,” said Pacione. “DWFritz Automation has a longstanding legacy of delivering highly engineered solutions that relieve our clients of these burdens. For over 50 years, we’ve built trust in select markets, and now we see tremendous value in expanding our proven capabilities into more industries that are rapidly modernizing.”
Mr. Pacione highlighted that Mr. Barcey’s industry-spanning experience, which bridges both the technical and commercial dimensions of automation, will be instrumental to the company’s expansion. “Brent brings a rare blend of insight into client expectations, solution delivery strategy, and cross-sector sales leadership. His addition significantly augments the depth and agility of our executive team.”
Deep Roots in Automation and Strategic Business Development
With more than 25 years of leadership experience in automation, robotics, logistics, fulfillment, and strategic partnerships, Brent Barcey is well equipped to guide the AMS Division through a phase of ambitious growth and transformation.
Barcey most recently served as Senior Vice President of Corporate Development at Osaro, a San Francisco-based AI-driven robotics company specializing in pick-and-place technology for e-commerce and logistics. In that role, he led efforts to expand the company’s presence in Asia, particularly in streamlining complex fulfillment center operations for global e-commerce platforms. Osaro’s vision of merging machine learning with industrial-grade robotic arms mirrors many of the challenges DWFritz seeks to address through its automation solutions.
Before his time at Osaro, Barcey served as Vice President of Sales & Business Development at Plus One Robotics, where he helped scale the company’s operations throughout the European Union. There, he helped the company position itself as a leader in vision-guided robotics for parcel handling—a critical capability as logistics providers contend with global shipping pressures and rising customer expectations.
Earlier in his career, Barcey held a decade-long leadership tenure at FANUC America Corporation, one of the world’s most respected names in industrial robotics. As Executive Director of Global Sales, he was responsible for driving growth in the Warehouse, e-Commerce, and Logistics verticals. Under his guidance, FANUC deepened its relationships with some of the world’s largest logistics operators and expanded its footprint in rapidly evolving markets.
“Throughout my career, I’ve developed a deep respect for what’s possible when robotics and automation are combined with strategic foresight,” said Barcey. “I’ve had the opportunity to travel globally and work with teams that have not only disrupted their industries but redefined what scalable, intelligent automation looks like. That’s the kind of energy and vision I see at DWFritz—and it’s why I’m excited to lead this division at such a transformative time for the company and for the broader manufacturing landscape.”
Bridging Engineering Innovation with Market Opportunity
One of the critical challenges DWFritz Automation is tackling with renewed urgency is helping manufacturers transition to more adaptive, high-mix, and low-volume production environments. As global supply chains become more fluid and product lifecycles shrink, the need for systems that can evolve in real time is rapidly growing.
Mr. Barcey’s expertise aligns closely with that challenge. His ability to lead engineering and sales teams while simultaneously nurturing high-value partnerships gives him the ability to translate customer pain points into technical solutions with measurable ROI.
“Increasingly, manufacturers are looking for partners who understand both their business pressures and the technological possibilities,” said Barcey. “At DWFritz, we have world-class engineers capable of designing highly customized automation systems. My role is to ensure those solutions are connected directly to market demand, and that our go-to-market strategies reflect the realities on the ground for our clients.”
As General Manager of the Advanced Manufacturing Solutions Division, Barcey will also be responsible for identifying emerging market trends, cultivating key customer relationships, managing cross-functional teams, and ensuring the delivery of projects that meet DWFritz’s stringent quality and precision standards.
A Broader Role in Shaping the Future of Automation
Beyond his executive career, Mr. Barcey is a passionate advocate for the broader robotics and automation ecosystem. He currently serves as co-chair of The Robotics Group (TRG) at MHI, one of the most influential material handling trade associations in the United States. Through this role, he collaborates with other automation leaders to share insights, develop best practices, and promote standards that guide the future of automation technology.
His involvement in TRG has made him a familiar voice at industry conferences and in thought leadership forums where the next generation of automation challenges—such as human-robot collaboration, ethical AI in manufacturing, and supply chain resilience—are being actively debated and shaped.
“I see the industry not just through the lens of sales or engineering, but through a community of practitioners who are passionate about making automation more adaptive, ethical, and impactful,” Barcey said. “At DWFritz, I’m looking forward to continuing that mission by working alongside teams who share that same long-term vision.”
About DWFritz Automation, LLC
Founded in 1973, DWFritz Automation has evolved into a leading global provider of high-precision automation systems. The company specializes in engineered-to-order solutions that combine cutting-edge technologies such as high-speed metrology, non-contact inspection, and adaptive assembly systems. These solutions serve clients across a diverse range of sectors, including:
- Aerospace and Defense
- Automotive and E-Mobility
- Consumer Electronics
- Energy Storage and Battery Technology
- Medical and Life Sciences
- Semiconductor Manufacturing
What sets DWFritz apart in the automation sector is its focus on performance and precision. The company’s signature offerings include non-contact metrology systems capable of inspecting high-value components at micron-level resolution and assembly systems designed to reduce cycle times without compromising quality. By developing tailored solutions, DWFritz helps clients achieve operational excellence even in the most demanding production environments.
Headquartered in Wilsonville, Oregon, with additional facilities across North America and Asia, DWFritz operates with a global footprint while maintaining the flexibility and client-focus of a boutique engineering firm. Its solutions are currently in use by many of the world’s most advanced manufacturers, and with this latest leadership appointment, the company is positioning itself to further expand that influence.
