Marketing Automation Specialist

Your role and responsibilities
ABB’s Automation business offers a broad range of automation, electrification and digital solutions and services for process, hybrid and maritime industries, including industry-specific integrated control and software, machine automation technologies, as well as measurement and analytics solutions.
 

The Marketing Automation Specialist supports the execution of data‑driven digital marketing and demand generation initiatives within ABB Automation by configuring and operating Salesforce Marketing Campaigns, managing lead capture, routing, scoring, and lifecycle processes, and ensuring reliable integrations between marketing automation platforms, Salesforce, and connected systems. The role focuses on high‑quality campaign execution, accurate data flows, and end‑to‑end tracking to enable performance insights and return on marketing investment (ROMI). 

In this role, you will have the opportunity to develop and implement marketing automation as a key enabler of targeted customer communications and lead generation to maximize marketing’s business impact. You will collaborate with a team to manage and deploy marketing automation platforms and tools, while taking a forward‑thinking approach to using AI and emerging technologies to continuously improve user experience, operational efficiency, and customer understanding and awareness. You will also showcase your experience by providing consultation on digital marketing integrated technologies and operational services, enabling data‑driven, intelligent execution of effective marketing and lead generation campaigns.

This role reports to: Customer Engagement and Marketing Technologies Manager in Automation Business

The work model for the role is: hybrid (#LI-hybrid)
The job is open for applicants globally, not restricted to the posting locations. If selected you would be hosted in your country within the nearest feasible ABB location.

You will be accountable for:

• Develop and execute best‑in‑class, automated and AI‑enabled marketing and lead generation strategies that enhance customer experience, engagement, and conversion performance.
• Translate business objectives into customer‑centric, scalable automation campaigns in close partnership with Marketing, Sales, and MarTech stakeholders.
• Continuously improve campaign automation architecture to improve KPI tracking, attribution, and pipeline visibility, enhancing revenue impact.
• Optimize end-to-end campaigns to increase lead generation, and enhance lead management processes to improve lead quality, volume, and the overall customer journey.
• Design and standardize reusable customer journey templates and use cases to accelerate campaign execution and encourage tool adoption.
• Oversee the shift from manual to technology‑driven processes, embedding AI capabilities and tools (including Agentforce) for continuous, scalable improvement.
• Identify user needs, new functionalities, and integration opportunities, supporting the evolution of marketing technology stack across automation, CRM, and digital channels.
• Own delivery governance, contributing to technical and architectural assessments, defining business cases, managing timelines, and aligning stakeholders to ensure high‑impact, on time execution.
• Stakeholder management, consulting with multiple stakeholders across global teams.

• Demonstrated practical proficiency designing and optimizing end‑to‑end automated campaigns, customer journeys, and lead management processes with minimum 3-years’ experience.
• Extensive experience with marketing automation platforms, CRM integration, and complex MarTech ecosystems. Certification or deep understanding of Salesforce, Account Engagement/Pardot, Marketing Cloud Next.
• Demonstrated experience leveraging AI‑driven tools, including Agentforce, to enhance customer experience, automation efficiency, decision‑making, and personalization.
• Demonstrated ability to understand customer engagement metrics and ensure data quality is maintained throughout the customer‑journey enabling trusted reporting and analysis. Experience with Power BI and Snowflake.
• Experience managing process improvement and change management in technology‑driven marketing environments, with effective cross‑functional collaboration across Marketing, Sales, and MarTech, and high standards for governance and compliance. Azure DevOps experience.
• Innovative, forward‑thinking mindset with the ability to consistently identify opportunities, adopt new ideas and technologies, and promote continuous improvement in collaboration with cross‑functional teams.
• Collaborative collaborator and communicator, able to clearly articulate ideas, gain buy-in from stakeholders, share knowledge, and work effectively across Marketing, Sales, and Technology teams.
• Degree in Marketing, Business, Digital Technologies, or related field, with extensive experience in B2B marketing automation and demand generation.
• Fluent English, spoken and written.