dezineforce, the first global provider of web-based, on-demand engineering design optimisation, has announced a round of key appointments to augment its management team. Peter Kelly joins as vice president of sales, Richard Harding is promoted from services manager to vice president of technical services and Arun Muthirulan joins as vice president of marketing.

Peter Kelly has over 15 years’ experience in senior sales and sales management positions with leading engineering and visualisation software vendors. He joins dezineforce after successfully leading a Northern European sales team at Parametric Technology (PTC). Before joining PTC Peter led the UK sales team for Mathsoft Engineering, achieving year-on-year growth, and was integral to the successful acquisition of Mathsoft by PTC. Prior to this Peter held a variety of sales management and sales positions at Advanced Visual Systems. In his new role, Peter will be responsible for creating new structure, processes and measurements to accelerate growth as dezineforce expands its sales across key verticals. Peter holds a degree in mathematical engineering from Loughborough University and a master’s degree in information engineering.

Richard Harding holds a degree in ship science from the University of Southampton. As a senior consulting engineer based within the University of Southampton's consultancy group he has provided innovative engineering solutions to a broad range of clients including Rolls Royce. Richard has designed and delivered web-based engineering applications exploiting distributed computing technologies for Lloyd's Register. He has also developed naval architectural software used by the MoD and major defence contractors to support the operation of the UK's naval fleet and for the development of new concept designs. In his new role Richard will lead the technical services team, managing technical pre-sales, professional services, domain leadership, customer support, training initiatives and supplier relationships.

Arun Muthirulan has more than 15 years of experience in business strategy, marketing and project management. He has worked in a variety of roles for large corporations as well as early-stage companies and start-ups, helping to develop and implement business strategy and obtain venture capital investment. Arun has international project management experience in the ICT industry in India, Canada and the UK managing complex, business critical projects for blue chip clients such as Ford Motor Company, Dun & Bradstreet Corporation and Aetna Life Insurance Company. Arun has a background in engineering and a recent MBA from Judge Business School, University of Cambridge. In his role, Arun will focus on establishing the dezineforce as the premier intelligent design solution for engineering design search and optimisation.

Commenting on the appointments, dezineforce CEO Dr Peter Collins said: “With these additions to the executive team I am confident we have achieved the right balance of commercial knowledge, skills and experience needed to help dezineforce realise its full potential and further strengthen the company’s market presence and credibility.”

About dezineforce:

dezineforce is a powerful intelligent design solution, that gives design engineers cost-effective access to a powerful combination of cutting-edge design optimisation tools and industry-leading simulation tools for structural, fluid dynamics and mechanism analysis, made straightforward to use with integrated workflows and running on powerful computing clusters.

Available on-demand and on a flexible subscription basis, the dezineforce service dramatically compresses design cycles and enables engineers to make design decisions with confidence, thus eliminating the costs of design errors and greatly reducing the cost of the design process.

dezineforce is the result of 100 man-years of development led by acknowledged leaders in the world of CAE and high-performance computing, including Simon Cox, director of the Microsoft Institute for High Performance Computing at the University of Southampton, and Andy Keane, director of the Rolls-Royce University Technology Centre for Computational Engineering at the University of Southampton.

dezineforce customers come from a wide range of industries including aerospace, civil engineering and architecture, renewable energy and automotive, and include Arup, Contour, Nucon Industries, Hyde Engineering and Enabling Technologies.