Stäubli Robotics

Building a Regional Marketing Engine for Industrial Robotics

At Stäubli, one of the world's leading robotics and connector manufacturers, the challenge was to bring a global brand's North American marketing into the digital age — translating complex engineering products into compelling, conversion-ready content that spoke to both procurement decision-makers and technical engineers.

The role demanded true full-stack marketing ownership: defining strategy from the ground up, building multi-channel demand programs, aligning messaging with the global headquarters in Switzerland, and instrumenting the entire funnel for clear attribution and ROI visibility.

The first priority was establishing a unified analytics and reporting foundation — standardizing UTM taxonomy, connecting CRM pipeline data to campaign spend, and creating executive dashboards that made every dollar accountable. With measurement in place, paid media, content marketing, email nurture, and landing page optimization could all be iterated against real signal.

During COVID-19, rapid messaging adaptation protected brand equity while maintaining pipeline sustainability — a pivotal test of both strategic agility and the infrastructure built in the prior year. Close partnership with sales and executive leadership kept priorities aligned throughout.