Ashwin Rajendran has taken on an expanded leadership role at Siemens, leading marketing for the company’s Electrical Products business across India, ASEAN and Africa (IAA).
His new role comes as industrial technology companies continue to transform their marketing strategies to match changing customer expectations. Buyers in the manufacturing, energy and infrastructure sectors increasingly begin their purchasing journeys online, making digital engagement, technical content and data-driven marketing more important than ever.
For regional marketing leaders, the challenge extends beyond executing campaigns. Marketing organizations are expected to align business priorities across diverse markets while adapting messaging, customer engagement strategies and digital experiences to local needs. This is particularly relevant across regions such as India, Southeast Asia and Africa, where industrial digitalization is advancing at different speeds.
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The appointment also reflects the growing convergence of industrial technology and digital marketing. Companies are increasingly using AI, automation and analytics to improve customer engagement, generate demand and support more personalized experiences throughout complex B2B buying journeys.
Rajendran’s expanded responsibilities highlight the evolving role of marketing within industrial technology companies. As businesses continue investing in electrification, digital infrastructure and sustainable technologies, regional marketing leaders will play an increasingly important role in connecting innovation with customer needs and driving business growth across high-potential markets.
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