Global External Content and Campaigns Specialist

Global External Content and Campaigns Specialist

At ABB, we are dedicated to addressing global challenges. Our core values: care, courage, curiosity, and collaboration - combined with a focus on diversity, inclusion, and equal opportunities - are key drivers in our aim to empower everyone to create sustainable solutions.
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This position reports to

External Communications Manager

Your role and responsibilities

As the Global External Content and Campaigns Specialist for ABB Process Industries, you will work as part of the Division’s wider Communications and Marketing function, numbering more than 20 people. You will be responsible for creating, driving and optimizing external content and campaigns that align with our strategies in brand visibility, thought leadership and lead generation.

You will be instrumental in effective communication and cooperation with key stakeholders, customers and internal teams. This position requires creative thinking with strong writing skills, a strategic mindset with customer impacts foremost, and a data-driven approach to communications.

This position is part of the Global External Communications team, working alongside the Global External Communications Manager, and the Customer Engagement and Content Specialist. You will have daily and weekly interactions with Global Communications and Marketing Managers across seven Business Lines (Pulp and Paper, Mining, Gearless Mill Drive, Hoisting, Digital, Metals, and Growth Industries). You can also expect to engage with other managerial team members for functions including Digital Marketing, Internal Communications, Strategic Marketing, Pricing, and Channel Partners.

ABB’s Process Industries Communications and Marketing function is led by Joanne Woo, Global Head of Communications and Marketing.

Content Creation

• Develop and nurture a pipeline of external content for use on ABB channels, including ABB.com, Inside + and LinkedIn, often repurposing from recently published materials from the Division or the Business Lines.
• Work with content creation/storytelling writers from agencies as necessary to create new content from interviews with ABB leaders and experts.
• Support Business Line Communications and Marketing Managers to repurpose content or marketing collateral for LinkedIn posts.
• Cooperate with the Customer Engagement and Content Specialist, or external agencies, to develop graphics/infographics, videos or images, aligning with branding guidelines.

Campaign Management

• Plan and deliver external content for Division or Business Line campaigns, ensuring visibility and engagement across multiple channels, ABB-owned, social media or event/conference-owned.
• Work with Communications and Marketing Managers, global and local teams, to ensure ABB is well-represented at customer-facing events, webinars or panels, developing guidelines and processes to help ABB attendees (communications, sales, leadership).
• Establish tools and processes to effectively monitor and analyze campaign performance, making anecdotal and data-driven adjustments over time to improve future effectiveness.

Social Media Management

• Working alongside the Global External Communications function, the Digital Marketing function and the Business Lines, establish a calendar of social media planning across various channels (LinkedIn, Twitter (X)).
• Support Business Lines to plan and execute social media posts, in line with external campaigns or marketing initiatives.
• Evaluate success using pre-agreed metrics and key performance indicators (KPIs). Review impacts on communication and customer awareness.

Qualifications for the role

• You bring over 5 years of expertise in communications, content, or campaign development, with a strong background in customer-facing or external event environments.
• You have completed a college or university degree in a related field, or you’ve gained equivalent experience through an on-the-job apprenticeship.
• Your excellent project management skills allow you to prioritize tasks, manage multiple projects simultaneously, and meet deadlines.
• You have a portfolio showcasing examples of your work, highlighting your recent wins or notable projects.
• Your superior communication skills include planning, writing, editing, and proofreading. You excel in crafting copy that genuinely incorporates company messages.
• You are committed to continuous learning and development, whether through self-learning, reading, or external/internal training (such as at ABB).
• You possess a strong understanding of customer journeys on digital platforms, along with expertise in SEO and analytics.
• You have proven experience working in a large organization, ideally within the industrial sector.
• It’s a bonus if you are familiar with heavy industries, advanced technologies, automation, electrification, digitalization, or industrial software.
• Having real-world experience working with specialists and experts in their fields, including conducting face-to-face interviews or conversations, is a plus.
• B2B experience is beneficial, or if you have the agility to transition from a B2C environment to the industrial world, where ABB’s business and sales interactions are crucial.
• Proficiency with software tools used by marketing communications professionals, such as content/web management systems, Hootsuite, Microsoft Suite, analytics tools, Google dashboards and analytics, and Salesforce tools, is highly desirable.

More about us

The Process Industries Division serves the mining, minerals processing, metals, cement, pulp and paper, battery manufacturing, and food and beverage, as well as their associated service industries. The Division brings deep industry domain expertise coupled with the ability to integrate both automation and electrical systems, increase productivity and reduce overall capital and operating costs for customers. For mining, metals and cement customers, solutions include specialized products and services, as well as total production systems. The Division designs, plans, engineers, supplies, installs and commissions integrated electrical and motion systems, including electric equipment, drives, motors, high power rectifiers and equipment for automation and supervisory control within a variety of areas including mineral handling, mining operations, aluminum smelting, hot and cold steel applications and cement production. The offering for the pulp and paper industries includes control systems, quality control systems, drive systems, on-line sensors, actuators and field instruments. Digitalization solutions, including collaborative operations and augmented reality, help improve plant and enterprise productivity, and reduce maintenance and energy costs.

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