Culture/Leadership Team

Charlie Westra

Director of Manufacturing Services

As The Center's Director of Manufacturing Services, Charlie is responsible for overseeing 17 direct reports in the Manufacturing Services department. Charlie is dedicated to driving advancements in Michigan manufacturing, leading the effort to assist small to medium-sized manufacturers in applying Quality Management Systems, Lean Manufacturing and Transactional Tools & Techniques, Executive Coaching & Leadership Skills and Industry 4.0 manufacturing technology solutions.

In addition to overseeing Manufacturing Services at The Center, Charlie provides management consulting to manufacturers, specializing in improving employee engagement with supervisory skills and leadership development. Charlie works collectively and individually with management and sales teams to develop customized workplace tools to fit specific needs and goals. His mission is to assist companies in producing sustainable, positive results.

Charlie also assists clients in developing and implementing plans for online growth. Charlie’s hands-on approach helps clients reach their full online potential. He focuses on creating a solid growth strategy through marketing plan development and evaluation, critiquing online business goals, and analyzing corresponding metrics using web development, social media integration, email campaigns and print advertising.

Professional Experience
Charlie uses his professional experience to effectively and successfully drive The Center’s clients into the next decade. Charlie brings with him 14 years of manufacturing experience with nine years in the automotive sector, along with 10 years as a consultant, coach and trainer to a diverse group of manufacturing clients. Before arriving at The Center, Charlie spent six years leading the Web Sales division of a private advertising agency in Southern Michigan. There, he honed his practical and strategic skills by assisting a variety of industries in expanding their markets through digital means. In the past, Charlie worked in the quality department of an automotive component manufacturer, acquiring experience in manufacturing processes and standards such as internal auditing, process evaluation, MSA, lean, 5S implementation and structured problem solving.

Charlie attended Baker College, Ross School of Business at the University of Michigan and Kalamazoo Valley Community College.


  • Certified IATCA ISO Lead Auditor, Registrar Accreditation Board (RAB)
  • Distinguished Leader, Ross School of Business, University of Michigan

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