Episode 2: Sami Birch - From Tech Writer to Director of Marketing at a 155-Person Automation Company
with Sami Birch — Director of Marketing & Communications, Mission Design & Automation - Holland, MI
March 31, 2026
Sami Birch is the Director of Marketing & Communications at Mission Design & Automation in Holland, Michigan. When she started, Mission had 48 people. Five years later, they're at 155.
In this episode, Sami talks about how a writing degree led to technical manuals for robots, the mentors who pulled her forward when she couldn't see her own potential, and what it takes to build culture while tripling in size.
What We Cover
- From bartending to tech writing at an automation company
- The mentor who called and changed her career path
- Why "everybody starts here" is the best thing a new hire can hear
- Tripling from 48 to 155 people in five years - and what held them together
- The cost of holding back constructive feedback
- How Mission Design uses Maslow's hierarchy to develop leaders
- Living in the gray area - building the plane while flying it
- What she'd tell young women who've never considered manufacturing
About Mission Design & Automation
Mission Design & Automation is a custom automation company in Holland, Michigan, building robotic systems and automation solutions for manufacturers.
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