How ASG Is Scaling with Intention: A Q&A with Meagan Koeneman
Meagan Koeneman leads business development and marketing at ASG. Her blend of experiences, track record of scaling organizations and knowledge of ASG’s business give her an edge.
The daughter-in-law of ASG co-owners Onna and Doug Koeneman, Meagan served as ASG’s business manager 10 years ago. More recently, she led a startup related to her background in speech pathology.
Last year, Meagan returned to ASG to help what was once a small consulting company adapt to rapid growth and international expansion. Throughout Meagan’s career, one theme remains constant: keeping people at the center. In this Q&A, Meagan shares insights on growth, leadership, the evolving tech landscape and building meaningful human connections in the medical device industry.
Tell us what you do at ASG.
I’m officially in charge of marketing and business development, and I like to think of my role as part of ASG’s connective tissue. I help our teams translate complex work into language that resonates with clients. Strategic communication and storytelling open doors, shape relationships and turn expertise into opportunity.
How do you do that?
I work closely with our project teams to understand not just what we’re delivering, but how we’re delivering it. In regulated industries, clients are evaluating risk, discipline and clarity just as much as technical capability. My role is to ensure the way we describe our work reflects the rigor behind it. That means connecting business line priorities, quality language and client expectations so our messaging mirrors our operational reality. When those elements align, we build trust faster.
What’s it like working for your family’s business?
I want the team to know me — the good, the bad, the ugly — before they know me as Doug and Onna’s daughter-in-law. Working in a family-owned business brings a deep sense of responsibility. I feel accountable to both the legacy that’s been built and the team that’s driving us forward. For me, credibility comes from impact, not proximity. I can’t hide behind titles. I try to take pride in what I do and earn people’s trust every day.
Describe ASG’s sense of community.
ASG is centered around trust and shared ownership. Everybody knows they play an integral role and they genuinely care about what they do and who they work with. Our people step into conversations and talk about their experiences when asked. I think the best kind of community is formed when people take ownership when needed. We know we’re not going to be perfect, but we can lean on each other, and that’s what makes us strong.
What’s your superpower?
I love spotting someone’s potential and matching them to the right ideas, roles or partnerships. It’s part intuition, part observation and part belief. I often see and believe in what people are capable of before they see it in themselves.
For example, there are two people who come to mind who are very strong technically, yet they were hesitant to take on a leadership role. I mirrored back what I saw in them. I encouraged them to see that they were already accomplishing all of these tasks without the “leader” label.
It’s like a mirror. Sometimes people don’t fully see their strengths until they’re reflected back. That moment of recognition can completely change how someone shows up.
What led you to your current role?
My career has always lived at the intersection of people, processes and sales. I recently worked for Control Bionics, a fast-paced MedTech startup selling speech generating devices — technology that communicates for people without verbal ability, like Steve Gleason or Stephen Hawking.
Despite working remotely, we created an incredibly strong culture, and those relationships still matter to me today. When the market shifted and I was contemplating my next job, I knew I wanted the same sense of community. That’s something ASG offers, so this felt like the right move for me. My role allows me to bring the agility and resilience I learned from startup life into a team focused on long-term impact.
Why did you go into speech pathology?
My boyfriend in high school had a younger brother with special needs. I developed a strong bond with him and observed his interactions with his therapist, which had a significant impact on me. It made me want to help others in the same way. My mom was also a special education teacher, so I grew accustomed to being around kids and adults with disabilities.
I was 18 years old when I made that decision. I was so worried I wasn’t going to make the right decision, but speech pathology resonated with me and gave me a lot of options. I look back on that decision now and realize it’s one of the reasons ASG is important to me: I can help people.
How has the changing tech landscape impacted your career?
Technology has shaped every chapter of my career, from the rise of digital marketing to today’s world of data, automation and AI. I think everybody should be curious and adaptable. You have to embrace new tools while keeping the human element front and center. Technology will always evolve, but people still seek authenticity, clarity and connection. You can’t lose that in AI-generated data points. You have to go back to what ultimately makes us better, and it’s the people. AI can synthesize data, but it can’t interpret regulatory nuance or relationship context the way experienced engineers and leaders can. That judgment still matters.
How is ASG evolving along with technology?
We see technology as something that enhances how we work, not something that replaces the thinking behind it. We want to keep the human factor and judgment central to what we do. For example, MBSE is a new technology and approach we’re applying to how we solve problems. The technology helps us see patterns and connections more clearly; at its core, however, our engineers’ experience and judgment turn information into sound decisions.
What advice would you give to someone just starting their career?
Stay curious and ask questions, even when it’s uncomfortable. Don’t wait for the perfect conditions to make your moves. Some of your best growth comes from stepping into messy, uncertain situations. My whole career has been messy and uncertain, and I haven’t always felt I’ve made the “right” move. But I can look back at every step, good or bad, and say it taught me something and helped me move forward.
What’s your vision for the future at ASG?
Growth at ASG has been both rapid and intentional. As we expand into new markets and continue investing in certifications and internal systems, my focus is ensuring that growth strengthens our foundation rather than strains it.
Today, our people have risen to the challenge. They’ve leaned into collaboration and stepped into leadership roles. My vision is that we keep growing with intention while preserving our human-centered culture. People are our greatest asset. As we grow, we’ll keep strengthening our technical and strategic capabilities without losing what makes us who we are.
Learn more about our recent areas of growth and Meagan’s insights on how we’re managing change.
Contact us to learn what ASG can do for you.
All About Meagan
Education: B.A. in speech and hearing sciences from Indiana University Bloomington
Career: Speech-language pathology assistant at Riley Hospital, director at Knowledge Learning Corporation, regional sales consultant at Tobii Dynavox, business manager at ASG and director of sales at Control Bionics
Family Life: As a mom of three, Meagan’s life is beautifully full. She spends a lot of time with family and friends.
If she’s not sitting at a soccer game, she likes to spend her free time doing something creative, visiting her two oldest kids at Purdue and playing tennis with her youngest.
