Martina Dcouto
Stirling,Stirlingshire
Summary
Results-driven marketing and communications professional with expertise in multichannel marketing, integrated campaigns, and brand management. Proven success in B2B marketing, digital advertising, and customer segmentation to drive impactful campaigns. Skilled in marketing automation, social media management, and lead generation. Strong background in media relations, corporate storytelling, and strategic planning. Adept at executing innovative content strategies and visual storytelling to enhance brand visibility and engagement.
Overview
18
18
years of professional experience
6
6
years of post-secondary education
Work History
Global Marketing and Communications Manager
ABB
Stirling, United Kingdom
01.2024 - Current
- Development and execution of strategic and integrated marketing communications plans for Energy Industries, Digital, Cyber Security
- Support product launch communications and ongoing lifecycle communications initiatives
- Ensure alignment, coordination and integration of strategic communications plans and tactical marketing activities with global initiatives
- Generate content and maintain all global marketing material, including white papers, web pages, interactive demos, videos, etc., in adherence to global ABB brand guidelines
- Implement global campaigns for demand generation and collaborating with Hub Communications Managers and the Marketing Automation team to ensure that awareness and lead generation campaigns are reinforced with compelling (product and industry) content
- Craft and execute engaging messaging/value propositions addressing industry pain points
- Develop and maintain industry sales collateral, white papers, applications, web pages, interactive demos, etc., in collaboration with agencies
- Oversee communication and coordination with other divisions to capitalize on their content, align messaging, and integrate technology highlights into their communications
- Engage in collaboration with marketing communications to ensure ABB sales, channels and customers receive the latest product news and tools
- Maintain close collaboration with external communications agencies
- Establish KPIs, measuring results and exercising budgetary control
Strategic Communications
ABB
Stirling, United Kingdom and Bangalore, India, Stirlingshire
10.2018 - 01.2024
- Produced content for the following sectors: digital solutions, oil & gas, chemicals, power & water, mining, metals, food & beverage, marine, measurement & analytics for ABB's Process Automation (PA) business
- Developed internal and external marketing communication content, such as annual reports, articles, thought leadership, press releases, features, case studies, blogs, video scripts, brochures, advertorials, flyers, white papers, presentations, etc.
- Collaborated with ABB counterparts (internal and external comms) in five PA divisions – Energy Industries, Process Industries, Measurement & Analytics, Marine & Ports, Turbocharging – in U.S., UK, Asia-Pacific, Europe, Africa, Middle East, India
- Developed strategy and leadership messaging documents for ABB's sales, business and management teams
- Conducted interviews with ABB industry leads to write opinion pieces and thought leadership for leading publications
- Formed messaging, branding and media briefings content for various sectors within PA
- Enabled content distribution in internal and external ABB channels as well as social media
Sub-Editor North America Equities Desk
Reuters News
Bangalore, India
05.2016 - 02.2018
- Edited U.S./Canada company news stories for the Reuters news wire and Reuters.com website
- Covered retail, pharmaceutical, biotechnology, manufacturing, technology, media, oil & gas, energy sectors
- Wrote about company earnings, M&As, stocks, study results for various drugs, medical devices, etc.
- Mentored reporters and fleshed out stories to connect a company's news with broader industry-specific perspective
- Incorporated Reuters in-house style and Associated Press guidelines to news stories
- Analyzed and verified stories for accuracy; ensured stories were crisp and condensed per Reuters word limits
- Liaised with journalists, reporters and editors across bureaus and agencies
- Reviewed analysts' reports and forecasts to identify and incorporate market trends in stories
- Created stocks reports, detailing the reason for stock movement
- Adapted quickly to new digital platforms, enhancing productivity
Senior Copy Editor
Thomson Reuters
Bangalore, India
01.2011 - 04.2016
- Managed SEO-based marketing communication developed for small, mid-size and large law firms
- Lead a 12-editor team responsible for editing, proofing and providing marketing communication advice to writers
- Hands-on experience with Associated Press (AP) Style and Chicago Manual of Style
- Collaborated with writers to ensure that content met client guidelines and company standards
- Implemented Lean Six Sigma principles in editorial workflow processes to enhance efficiency and effectiveness
- Supervised and conducted training sessions, and mentored new recruits on writing, editing and project management
- Organized and conducted workshops, meetings and events, such as refresher workshops, soft skills trainings, etc.
- Developed newsletters, flyers and brochures to promote employee engagement and encourage innovation
- Coordinated events for internal and external audiences: Customer Expos, Rewards and Recognition and Family Day
- Conducted interviews, recruitment drives, and creating job descriptions to hire top talent in the industry
Senior Editor/Team Lead
Deluxe Media
Bangalore, India
02.2007 - 05.2010
- Managed and monitored a team of seven editors that created, proofed and performed quality analysis (QA) of DVD subtitles. Clients included Universal Studios, Paramount Pictures, Disney, Warner Bros., Netflix, Discovery, etc.
- Maintained daily and monthly reports for incoming tasks, tasks completed per editor and projected volumes of tasks
- Engineered changes to workflows, systems and processes to aid in cost and time optimization
- Arranged and conducted interviews, recruitment drives and created job descriptions
Education
Master of Science - Marketing and Brand Management
University of Stirling
Stirling 09.2022 - 07.2023
Master of Science - Mass Communication
Center for Management Studies
Bangalore, India 06.2008 - 05.2010
Bachelor of Science - Biotechnology, Chemistry and Zoology
Mount Carmel College
Bangalore, India 06.2003 - 05.2006
Skills
- Multichannel marketing
- Marketing automation tools
- Integrated marketing campaigns
- B2B marketing strategies
- Social media management
- Brand management
- Product positioning
- Market research and analysis
- Content Strategy
- Team Leadership
- Strategic planning
- Digital marketing strategies
- Critical-thinking
- Visual storytelling
Languages
English
Native
German
Beginner
French
Elementary
Hindi
Upper intermediate
Timeline
Global Marketing and Communications Manager
ABB
01.2024 - Current
Master of Science - Marketing and Brand Management
University of Stirling
09.2022 - 07.2023
Strategic Communications
ABB
10.2018 - 01.2024
Sub-Editor North America Equities Desk
Reuters News
05.2016 - 02.2018
Senior Copy Editor
Thomson Reuters
01.2011 - 04.2016
Master of Science - Mass Communication
Center for Management Studies
06.2008 - 05.2010
Senior Editor/Team Lead
Deluxe Media
02.2007 - 05.2010
Bachelor of Science - Biotechnology, Chemistry and Zoology
Mount Carmel College
06.2003 - 05.2006
Similar Profiles
Chareise McCoyChareise McCoy
Machine Operator at ABBMachine Operator at ABB
Davariea CannonDavariea Cannon
Quality Control Specialist at ABBQuality Control Specialist at ABB
Stephen BowlesStephen Bowles
Field Service Technician at ABBField Service Technician at ABB