Heraeus Electronics, with over 1,400 employees worldwide, is a division of the family-owned German company Heraeus Group. The company develops advanced materials solutions for the electronics and semiconductor industry, which are used in the production of electric vehicles, 5G smartphones, and high-performance computing systems. Since establishing its first Singapore sales office in 1985, Heraeus Electronics Singapore has grown into a major innovation and production hub, most recently opening a Centre of Excellence for Advanced Packaging in 2021 to further global advancements in smart tech, sustainable energy, and communications mobility. It now has over 230 employees here, supporting essential global and regional functions — from customer solutions to R&D, supply chain, sales, and marketing.
 

1) Tell us about Heraeus Electronics and your role in the company.

At Heraeus Electronics, we provide advanced materials for semiconductor assembly and packaging, from bonding wires and thick film materials to substrates and components. As the Global Business Line Head of Semiconductor Materials, I manage global business and technology development teams that work closely with customers like chip designers and integrated device manufacturers to implement a “design-in” approach in achieving their technology roadmaps. My team and I adopt a market-driven innovation philosophy — materials, solutions, and technologies are specifically developed to drive market growth or to solve problems for our clients, enabling them to achieve higher computing power and miniaturisation. This is unlike other companies that develop technologies for the sake of research and development, or to create something “new”.

2) Why did you choose to join Heraeus Electronics, and what is it like working for a European company?

In 2016, Heraeus Electronics approached me with an opportunity to create and commercialise a product line that addresses advanced semiconductor packaging. At the time, I held a similar role in global product management, but I was working at a semiconductor equipment manufacturer. That was also the time when I realised Moore’s Law — the observation that the number of transistors on an integrated circuit will double every two years with minimal rise in cost — had reached its limits due to the physical constraints of transistor sizes and high costs.

What had excited me most about the industry all these years ago was beginning to wane, with a new era emerging in its place — “More than Moore” semiconductor packaging, which is the art of assembling multiple semiconductor chips within a system so that it can operate more efficiently and in a smaller form factor. This got me interested in the opportunity offered by Heraeus.

From my experiences, I knew I very much enjoyed the role of product management. I had heard that Heraeus is a well-established company with a long history of creating innovative materials. Fun fact: the fused silica laser reflector left on the moon by Apollo 11 to precisely measure its distance from Earth was made by Heraeus! Hence, I decided to give this role a try. After all, I had nothing to lose and was eager to gain more experience from working in a different segment of the semiconductor value chain.

In my early months after joining the company, I had quite a bit of a culture shock in both good and bad ways. Before Heraeus, I was very much a System 1 person — fast, instinctive, and emotional — but the new environment forced me to slow down my thinking. As one of the largest family-owned businesses in Germany, Heraeus focuses on long-term strategic outcomes rather than short-term, knee-jerk reactions to market volatilities. The company places a great emphasis on integrity, ethics, and shareholder responsibilities. Employees are treated with equal respect, and work-life balance is not just a slogan here. These factors are why I’ve been with the company for almost a decade now.
 

3) You’ve been in semiconductors for over two decades and moved up the ranks. What are some of the key lessons you’ve learnt in this time?

The semiconductor industry is highly stressful and fast-paced, and the stress comes from all sides — markets, technology, customers, suppliers, and competitors. I had the most stressful six months of my entire career when I first moved from being an engineer to a sales manager after three years in the industry. It was also challenging to take on global roles — being a relatively youthful-looking female, customers would think I was inexperienced or not knowledgeable. I had to build credibility in a short time to win confidence. This was more prominent in Asia than in the US or Europe.

This experience taught me to be fully prepared for meetings, whether internal or external. I would anticipate questions and prepare responses ahead of time. Scenario planning is crucial in acting fast to adapt to and overcome negative impacts or ride the positive momentum of change. In other words, have a Plan A, but also a Plan B as a backup, with a Plan C in the works.

Another thing I’ve learnt is that broadening your perspectives can do wonders for your career — my international experience working in Singapore, the US, and China have contributed greatly to my career growth. Staying open-minded when working with diverse teams has helped me to be creative, which is a highly essential trait for both technical and commercial roles. But I don’t just absorb and grow on my own — I also give back to the industry by volunteering in the technical committees of international conferences to share my knowledge and drive innovation within the ecosystem.
 

4) What advice do you have for fresh graduates on thriving in a changing workforce?

Back when I was a student, I never thought that what I learnt from textbooks and lectures could be applied at work, but I was so wrong. In fact, till today, I still have a periodic table on my desk that I can reference quickly whenever I need to. But beyond having a strong technical foundation, it's important to never stop learning, be it from other people or by upskilling.

We live just one life and can only be present at one place at any one time, but by learning from others, picking up on how they think and react, you accumulate more life experiences. Learning to use technologies like AI to complete mundane tasks allows us to focus our energy on human relationships and stakeholder management – tasks that require cognitive functions beyond what AI can provide. Take the time to indulge in the humanities as well, as it helps boost creativity, especially in a technical field like engineering. Critical thinking, a curious mind, humility, and effective communication can be applied even in a field like STEM, because it is impossible to become a leader when your ideas and visions cannot be understood by others.
 

5) What do you find most exciting about the work that you do, and why do you think the semiconductor industry is a good one for young Singaporeans to explore?

The semiconductor industry is a true testament of the phrase “the only constant is change” — I’ve lost count of the number of technology migrations that have happened over the last two decades. Still, what constantly surprises me is our ability to find solutions to the most challenging issues. On numerous occasions where discussions led nowhere, someone would raise an idea and spark a solution to what seemed impossible to solve. There is so much passion in the pursuit of perfection.

The biggest joy I get from work is when our customers launch products — wearable tech, smartphones, or electric vehicle models — made with materials my team produced. For instance, every 5G smartphone contains materials developed by us, and my team and I are proud to tell our friends and families that the materials we create are impacting how people work, learn, and live.

As the industry heads towards US$1t in revenue by 2030, we need more young and resilient talents to participate in this exciting journey with us. An engineering job in the semiconductor industry is not just an ordinary job. It is an opportunity to improve or change the future. We are the unsung heroes or heroines constantly innovating to find the best, most cost-effective solutions to enable technology for mankind. The many issues and challenges that lie ahead means there will be plenty of opportunities to create a legacy or leave a mark in the industry. Furthermore, many companies in the semiconductor value chain have a footprint in Singapore, and there are a variety of commercial and technical jobs available, so what you do on this little red dot can have a massive impact on a global scale.