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Sandra Pedro to direct ABB’s sales and marketing strategy for the Utility market

February 6, 2024 | By Anthony Capkun

February 6, 2024 Sandra Pedro has joined ABB as director, Sales & Marketing, Utility Market, Electrification, Canada.

“Sandra will leverage her strong business development background to implement a highly effective go-to market sales and marketing strategy for the Utility market […]” said Rob MacPherson, commercial director, Electrification, ABB 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.”

Pedro joins ABB from Electro-Federation Canada (EFC), where she served as vice-president, Membership & Corporate Partners. Prior to EFC, she spent over 20 years at Schneider Electric in various positions, including director of Global Offer Management, Global Digital Energy Division.

Building on the company’s existing base, ABB says 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.


Pedro studied at Queen’s University, where she obtained a Bachelor of Science in Mechanical Engineering.

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