February 8, 2024
ABB’s Electrification business area announces the appointment of Sandra Pedro to the newly created role of Director, Sales and Marketing for the Utility Market, Electrification, Canada.
Pedro joins ABB from Electro-Federation Canada (EFC), a national, not-for-profit industry association, where she was responsible for the strategic management of members and corporate partnerships. Prior to EFC, she spent over 20 years at Schneider Electric in various positions, including Director of Global Offer Management, Global Digital Energy Division. Sandra studied at Queen’s University, Kingston, Ontario, where she obtained a Bachelor of Science (BSc Eng) degree in Mechanical Engineering.
As a member of the Canadian Electrification leadership team, Pedro’s extensive knowledge and experience in the utility market led her to driving business and sales growth in past roles. Coupled with active involvement in the Canadian Electricity Association’s (CEA) metering group and CIGRE’s committees and Measurement Canada Task Groups, she spent time engaging with several Canadian utilities.
Building on ABB’s existing base, Pedro will define and lead an integrated marketing and sales strategy that brings together the complete range of ABB Electrification’s product and service solutions for the utility market and focuses on delivering value for utility customers.
“Sandra will leverage her strong business development background to implement a highly effective goto market sales and marketing strategy for the Utility market – helping deepen customer relationships, reinforce the customer experience journey and satisfaction, and improve market penetration for ABB Electrification in Canada. As ABB continues to broaden our electrification solutions to meet growing energy demand across the country, Sandra will play an instrumental role in delivering value for our utility partners,” says Rob, MacPherson, Commercial Director, Electrification business area, ABB Canada.