Age: 46 years
Education: Electrotechnics and Electrotechnical Studies
Current Position: General Director at Controlar Malaysia
You have just celebrated 25 years of work at Controlar. In general terms, how would you describe your journey at the company? What are the highlights you would point out?
My journey at Controlar has been marked by continuous evolution and adaptation, both professionally and personally. I started with simple tasks, but as I integrated into the team and observed the dynamics at Controlar more closely, I developed professionally in various areas. One of the highlights I would point out is participating in projects involving the implementation of new technologies and, with them, the opportunity to work alongside colleagues who share the same commitment to excellence and innovation.
Over these 25 years, I have learned not only the importance of hard work, but also the value of good professional relationships and the culture of respect and innovation that Controlar has always encouraged. I am very proud of what we have built together and excited for what the future holds.
Has Controlar changed much over these 25 years?
Without a doubt! I remember when I started at the company that we were located on a humble 5th floor in a space of about 80 m² in Porto. Even back then, our focus was on offering customers the best solutions at competitive prices. However, it was when we moved to another location (in Porto) that we saw the biggest change at Controlar: the increase in the number of clients, employees, and the start of exports. As everything grew and with the implementation of the ISO 9001 certification, Controlar had to adapt to a new reality, opening doors to new business opportunities and clients.
So yes, Controlar has changed significantly over these 25 years, evolving from a company focused on electronics and automation to an organization offering cutting-edge technology solutions, diversifying its portfolio, and adapting to digital and regulatory transformations in the market. These changes have allowed the company to remain competitive and relevant in a global context, solidifying its role as an important reference in the engineering and automation sector.
You’ve been in Malaysia since 2013, first as a project manager and later as the General Director of Controlar Malaysia. What attracted you to this challenge? Was it easy to accept it?
Taking on the challenge of working in Malaysia was — and continues to be, without a doubt — something huge and rewarding. Upon analyzing Controlar’s expansion into Malaysia, what led me to accept was recognizing that being closer to clients would enhance our organization’s trustworthiness and strengthen our relationships with them. Additionally, the possibility of personal and professional growth, the opportunity to work in an international market, and having a unique life and work experience weighed heavily in my decision.
Although the challenges are exciting, they also come with obstacles, and in my case, it was no different. Malaysia, with its ethnic and cultural diversity, requires an understanding of different business norms and practices, as well as adapting to the local lifestyle, which was very different from what I was used to. From a business perspective, managing operations in a foreign market can be very complex, especially due to issues related to legal differences, managing multicultural teams, and the complexity of local markets, requiring constant information-seeking.
Despite the challenges, this move has brought many opportunities for growth and development, both for me and for Controlar. It wasn’t easy to manage at first, but the difficulties were overcome, and today I consider Malaysia my second home.
The team in Malaysia has been growing over time. Can you tell us a bit about how Controlar Malaysia has evolved in terms of challenges and projects?
Controlar Malaysia started its activities in 2019, and was soon faced with the Pandemic, which significantly slowed growth. At first, there were only two expatriates providing technical support in the configuration and installation of all machines sent from Controlar Portugal to the client.
However, as the months went by, we started hiring new employees as needed. Today, we are a team of nine. The challenges are immense, as each hire requires a learning period. For this, I count on the availability of Controlar Portugal to provide training for key employees, so they return to Malaysia ready to train other colleagues.
In terms of projects, we started with simple activities, focused on customer service, including software support and solving issues with our equipment, as well as with machines from other companies. Today, we are already delivering ICT fixtures and small fixtures to our clients.
What is it like to work in a Southeast Asian country in terms of work culture? Did you encounter any major challenges or surprises in adapting to the way people work?
Working in Malaysia involves several particularities that can be very different from work practices in the West or other markets.
The region is notably diverse in cultural, social, and economic terms, and this diversity is directly reflected in the work environment. For example, in Southeast Asia, there is great respect for hierarchy, which leads employees to hold back their opinions, leaving decisions to their superiors. This required additional effort on my part to show the team that they could have constructive critical thinking within Controlar’s culture.
Another common aspect is indirect communication: people do not directly say what they think, especially in situations where there might be a conflict, or where an opposing opinion could be seen as disrespectful. This communication style aims to maintain harmony and avoid open confrontation.
Furthermore, Malaysia is a country with a large ethnic and religious diversity, and each group has its own traditions, values, and norms. It’s important to be sensitive to this diversity, especially with regard to religious holidays, dietary preferences, and prayer times.
In terms of challenges, for someone coming from a different context, the main challenge is adjusting expectations and understanding that doing business in Malaysia can be slower and more formal than usual. For example, negotiations can take longer due to the focus on consensus and personal relationships before closing a deal.
A positive surprise was that Malaysians are generally very welcoming and eager to help foreigners.
It’s necessary to understand these differences, adjust expectations, and adopt a flexible and respectful leadership and communication style to ensure a healthy work environment.
Looking back on these 25 years of work at Controlar, if you had to choose a special memory, what would it be?
In 25 years, there’s no shortage of good memories, but the Controlar spirit is what stands out the most when the teams need to go the extra mile to meet promised deadlines for the client.
One memory that I always keep in mind is working side by side with our Administrators and founders during the early hours of the morning, due to the heavy workload and tight deadlines we had at the time, in a spirit of collaboration and mutual support.
Finally, what is your expectation for the next year of work?
The next year will likely be focused on strategic expansion, technological innovation, and the development of people. We want to improve our ability to quickly adapt to market changes, integrate new technologies, and lead diverse teams in a multicultural environment.
And for Controlar Malaysia, what will be the biggest challenge in the future?
For Controlar Malaysia, the major challenge in the coming years will be expanding its competitiveness in an increasingly dynamic and globalized market while adapting to technological, regulatory, and economic changes. We aim to build more internal capacity so that we can build larger machines and lines, thus supporting Controlar companies to grow even further.
