ABB Appoints Sandra Pedro as New Director, Sales & Marketing, Utility Market, Electrification, Canada

February 9, 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 go to 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.


Related Articles

Changing Scene

  • Qualus Acquires Enkompass Power and Energy, Expanding its Footprint into Canada

    Qualus Acquires Enkompass Power and Energy, Expanding its Footprint into Canada

    Qualus Corporation has recently announced that it has acquired Enkompass Power and Energy Corporation, a Canadian electrical engineering and technical services firm. Enkompass’ studies, power systems engineering, retrofit, commissioning, and specialized field services are highly complementary to Qualus’ service offerings, which include partnering with clients to provide comprehensive solutions through boutique and integrated advisory, planning, engineering,… Read More…

  • Michelle Zeiger Appointed Director of Project Sales, GTA for Robertson

    Michelle Zeiger Appointed Director of Project Sales, GTA for Robertson

    Robertson is thrilled to welcome Michelle Zeiger to the Robertson Electric Wholesale family as the Director of Project Sales within the GTA, starting February 1, 2024. Michelle brings a wealth of experience to her new role, having previously worked at Independent Electric Supply and Beluce Canada Inc. (formerly Beghelli). She holds a degree from York… Read More…

Peers & Profiles

  • Taken from Graybar Canada Linkedin Post Enjoy a glimpse of the wonderful moments from Graybar Canada’s recent customer appreciation BBQs! The company was grateful for the smiles and connections made with our amazing customers and vendors. They are looking forward to the next gathering! Source Read More…

  • Article taken from Linkedin Post Electrozad is thrilled to spotlight their Chatham Branch and recognize their exceptional efforts in cleaning up their community. The team took time to coordinate a community clean-up around their branch. This is a commendable initiative that not only helps maintain the cleanliness and hygiene around the branch but also contributes… Read More…