Global Demand Generation & Marketing Technology · Sulzer

Technology only matters when it moves the pipeline.

I connect marketing, sales and technology so that investment in data, CRM and AI turns into qualified demand and measurable growth. Today I do it at global scale at Sulzer.

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Portrait of Andrés Velázquez
Andrés Velázquez
Madrid, Spain

Results

A selection of results from my last two companies. Absolute figures at Sulzer are confidential.

×2digital leads in 2025Sulzer Chemtech
Eight-figurein open sales opportunities, in CHFSulzer Chemtech
+25 %online revenue across 5 marketsSANZ Clima
−40 %manual tasks through automationSANZ Clima

Profile

18 years across marketing, sales and technology. Today I lead demand generation and marketing technology at Sulzer across Chemtech, Flow Equipment and Services.

I start from the business: I hold a degree in Business Administration and executive education from IE, IESE and ESIC. I design the digital strategy and I also execute it: I choose the technology, connect it to the processes and measure the result.

I work with Sales, IT and Data around shared KPIs and present results to senior leadership. Before moving client-side I worked as an independent consultant, which helps me get the best out of external partners.

I am creative and passionate about optimising processes with technology: imagining how something should work and building the system that makes it happen.

  • Global demand generation

    Strategy, campaign process and measurement for three divisions and every region.

  • Martech, CRM and data

    CRM integration, automation and analytics so every lead reaches sales with context.

  • AI applied to business

    Agents and automations that remove manual work and raise pipeline quality.

Success stories

Three projects that show how I work: process first, then the system, and always a measure of impact.

01 · Sulzer

One campaign process for all of Sulzer

I led the standardisation of the digital campaign process across Sulzer: three divisions, many countries and languages, and very different levels of marketing maturity. One process, from requirements to measurement, and a shared dashboard to measure every campaign by the same criteria.

Every request, wherever it comes from, goes through the same process and is measured on the same dashboard.

Problem

Each division and region requested campaigns its own way: global teams with different languages, products and levels of marketing knowledge. Without a common process, every campaign started from zero.

Approach

I built the process step by step, from requirements to execution, and created a shared dashboard so every campaign is measured by the same criteria. Digital Marketing Managers act as project managers: each one orchestrates their campaigns end to end.

1person orchestrates a campaign end to end
≈1 monthto take a campaign to market

02 · Sulzer Chemtech

An AI agent for lead qualification

An agent that reviews every inbound lead before it reaches the sales team, so sales spends its time on opportunities with real potential.

It checks the lead is real, adds product and industry context, and recommends whether it goes to sales.

Problem

Qualifying each lead by hand took 10 to 15 minutes, and a significant share of the volume had no commercial potential.

Approach

I designed the agent and the qualification criteria together with sales, and built it into the lead management process. It uses generative AI with access to product knowledge, web research and industry sources.

30 %of low-value leads identified before they reach sales
90+workdays of manual work savedEstimate: about 4,400 leads × 10 minutes of review

03 · SANZ Clima

B2B commercial transformation and digitalisation from scratch

At SANZ Clima I led the B2B commercial transformation from zero: sales processes, CRM, a digital catalogue and an online ordering portal for the different markets.

The sales process first; then a CRM built to fit it.

One product source feeds the website, the B2B portal, quotes and data sheets in every language.

Problem

We started from zero: two completely different sales processes (spare-parts replenishment and engineered-to-order equipment), a catalogue that was not digitised and many orders handled by phone.

Approach

For each process we defined buyer personas, the playbook, tasks and follow-up, and translated it into Salesforce, integrated with SAP and Pardot. I digitised the catalogue with a PIM and launched a B2B sales portal on WooCommerce: customers place orders from their own online account.

+25 %online revenue across 5 markets, driven by the B2B portal
−40 %manual tasks through automation

Experience

From sales and e-commerce to leading demand generation and Martech for a global industrial group.

Full CV as PDF
  1. Sulzer
    Oct 2026 – present
    Internal promotion

    Global Demand Generation & Marketing Technology Manager

    Global scope across Chemtech, Flow Equipment and Services, with teams and agencies in every region.

    • Lead the global demand generation strategy to grow digital marketing’s contribution to the pipeline.
    • Own the Martech ecosystem (Dynamics 365, Salesforce, HubSpot) and the roadmap for scaling AI across marketing and sales.
    • Led the standardisation of the digital campaign process across Sulzer, with a shared dashboard to measure every campaign by the same criteria.
  2. Sulzer
    Apr 2025 – Sep 2026

    Global Digital Marketing Manager – Chemtech Division

    Digital demand generation for the division in a global matrix organisation.

    • Digital leads doubled in 2025 under the strategy I led; digital became the division’s main source of lead acquisition.
    • Designed and deployed the AI lead-qualification agent.
    • Led the HubSpot–Dynamics 365 integration and presented results and AI initiatives to the CEO.
  3. SANZ Clima
    Nov 2024 – Apr 2025
    Internal promotion

    Growth Marketing & Digital Transformation Manager

    Reporting directly to the CEO. Germany, Poland, the US, Mexico and Brazil. Team of 4.

    • +25% online revenue across B2B and B2C channels.
    • Automations across Salesforce, SAP and Monday.com that cut manual tasks by 40%.
  4. SANZ Clima
    Oct 2019 – Oct 2024

    Marketing & Online Sales Manager

    Centralised marketing, CRM and online sales function for subsidiaries in 5 countries.

    • Migration from HubSpot to Salesforce, integrated with SAP ERP and Pardot.
    • Sales playbooks by process type, from spare parts to engineered-to-order equipment, embedded in the CRM.
    • Launched 3 B2C e-commerce sites and a B2B ordering portal on WooCommerce.
    • Digitised the product catalogue with a PIM for the website, e-commerce, quotes and technical data sheets, in several languages.
  5. Teipe Digital
    Feb 2016 – Jan 2020
    In parallel

    Freelance Senior Consultant – Digital Strategy, CRM & Marketing Automation

    Independent consultant for B2B and B2C companies across industries, alongside my main role.

    • CRM (HubSpot, Salesforce), automation and e-commerce projects, from business analysis to go-live.
Earlier experience
  • 2017 – 2019Allas, S.L. · Commercial and Administrative Associate. Full sales cycle for a real estate portfolio.
  • 2015 – 2017Smart Policy · E-Commerce & Branding Coordinator. Launched the Better Phone brand in Spain and Saudi Arabia.
  • 2011 – 2015Macundales · Digital Marketing & E-commerce Manager. E-commerce reached 18% of revenue within two years.
  • 2008 – 2011Macundales · Sales Representative, Marketing & Sales Assistant.

Capabilities

Tools change; what matters is knowing which problem each one solves.

Marketing technology and CRM

Stack design, systems integration, lead lifecycle and handover to sales.

Dynamics 365, Salesforce, Pardot, HubSpot, SAP ERP

Data, analytics and performance

Campaign measurement, attribution and dashboards for leadership.

Power BI, Google Analytics, Google Ads, LinkedIn Ads

AI and automation

AI agents and automated workflows that remove manual work in marketing and sales.

Generative AI, AI agents, Make, Zapier

Education

Academic and executive education

  • Bachelor’s Degree in Business Administration and ManagementUniversidad Santa María
    2015
  • Management Programme in Marketing and SalesIE Business School
    2018
  • Accounting and Finance for Non-Financial ExecutivesIESE Business School
    2021
  • Advanced Program in CRM and Marketing Automation (Salesforce)ESIC Business & Marketing School
    2022

Specialisation in AI, growth and no-code

  • Professional Certificate in Applied Artificial Intelligence and Growth HackingGrowit School · 90 hours
    2023
  • NoCode Strategist ManagerSharingAway
    2023–24
  • Intensive course in Growth Hacking and Growth MarketingGrowit School
    2020
  • Digital Marketing, Social Media and Analytics ProgrammeIE University Lifelong Learning
    2017

Certification and languages

  • Official SAP FI CertificationSAP
  • LanguagesSpanish (native), English (C1)

Let’s talk.

If you work in demand generation, Martech or AI applied to business, I’d be glad to hear about your project.

Also available as a visual CV: English or Spanish.