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Dag Arne Brænd joins the Novelda XeThru team

We are pleased to announce that Dag Arne Brænd has joined the Novelda XeThru team as COO. Dag will be responsible for managing the development of XeThru's radar solutions, as well as overseeing the manufacturing/logistics operations and the internal process development.

Dag's goal is to contribute to Novelda's transformation from a small research offspring from the University of Oslo, to a much larger Internet Of Things sensor and technology provider. “I want to ensure world class manufacturing & logistics of the products as well as tier 1 quality on HW and SW engineering - and to have fun doing it - providing value for both employees and owners,” states Dag.

Dag holds an M.Sc.EE degree from NTH 1984, specializing in acoustics and signal theory. He comes with a wealth of experience and knowledge within the Industry, having spent the last 14 years at Atmel Corporation where he was instrumental in building a market leading development ecosystem for Atmel Microcontrollers. His work included the Atmel Studio IDE and a vast range (> 200) of HW debuggers, toolkits and reference designs. He was also responsible for Atmel’s wireless Zigbee offering, including development tool chain, modules and SW stacks. Dag furthermore helped facilitate Atmel’s development center in Chennai, doing the first hires 6 years back and growing it into what is now a 170 person SW, HW development and application support center. He has also built a complete logistics operation including a WEB Shop out of Malaysia, using sub-contractors for manufacturing, warehousing and WEB hosting.

Prior to joining Atmel, Dag worked for the Kongsberg group as a project manager for large custom deliveries. Among his many projects, he developed and deployed the navigation system used for the Remote Operated Vehicle that inspected all the subsea tunnels at the Troll oil field – a solution that made prime time TV for its creativity.

Besides his work, Dag has two grown-up kids. In his spare time, he plays Celtic folk music on guitar and banjo with his band Finnegan’s Fake, and loves skiing and mountain hiking.