Kella Knack

Kella Knack is Senior Director of Strategic Marketing for Avishtech. Avishtech is a high-technology company based in San Jose, CA. Through its software, lab, testing, and consulting services, Avishtech is focused on providing critical innovations for the Printed Circuit Board industry. Knack provides recommendations and guidance for the company’s marketing communications, positioning, tradeshow, PR, and outbound messaging efforts and then implements the selected efforts.

Prior to this, she served as Vice President of Marketing for Speeding Edge, an engineering consulting and training company focusing on the design of high-speed PCB and system design. She oversaw the redesign of the company’s website; implemented the establishment of Speeding Edge as a publishing company; developed all of the company’s marketing materials; managed tradeshow activities; and oversaw the expansion of the company’s presence in Europe, Canada and Asia. 

Before this, she was the Founder and President of KJ Communications, Inc., a marketing consulting and public relations company based in Silicon Valley. She was a strategic adviser for a number of highly successful marketing campaigns for clients that ranged from start-ups to multimillion dollar companies in the EDA, networking, SOC IP, semiconductor, embedded system desig,n and database management market sectors. Before this, she was an editor of various industry technology publications including PCB Design, LAN Computing, and ASIC and EDA Magazine. Knack started her career in the tech sector as an engineer for Martin Marietta. 


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The Importance of Owning the PCB Stackup Process

In this article, Kella Knack outlines the stackup process, highlighting the importance of taking material issues, structural issues, and performance factors into account from the beginning of the design process. Knack discusses how providing fabricators with proper design documentation that includes precise information enables them to build to specification, ensuring correct functionality while avoiding additional costs for design.

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