Sales Director, US

ASSA ABLOY; Orlando (FL); On-site; USD 180,000 - 240,000; Full time

Benefits offered by this job

Health insurance

Vision insurance

401k option

Laptop

Job summary

ASSA ABLOY Global Solutions, through Traka Americas, seeks a Sales Director for the U.S. region to lead a seven-member regional sales team and drive strategic growth across government, education, healthcare, data centers, and enterprise accounts.

Reporting to the VP of Sales & Business Development, you will craft territory plans, manage partnerships, and collaborate with Marketing, Engineering, and Operations to deliver integrated Traka solutions while expanding market reach and long‑term value.

Qualifications

• 10+ years in security technology, access control, or related technical sales.
• 5+ years of sales leadership experience leading teams and sales ops.
• Demonstrated success coaching and developing individuals to achieve high performance.
• Strong track record of meeting or exceeding revenue targets in a technical, project-based environment.
• Proficiency with CRM platforms and disciplined pipeline management.

Responsibilities

• Lead, coach, and develop a team of U.S. Regional Sales Managers to drive growth and accountability.
• Define and execute strategic growth plans across key U.S. segments (government, education, healthcare, data centers, enterprise).
• Recruit, onboard, and develop high-caliber sales talent to support expansion.
• Set performance expectations, KPIs, and conduct regular reviews to ensure results.
• Shape solution design, pricing, and commercial models for complex opportunities.
• Collaborate with Sales Engineering and Operations to ensure well-scoped proposals and on-time delivery.
• Drive expansion with existing accounts via upsell and cross-sell strategies.
• Maintain disciplined pipeline management and accurate forecasting in Salesforce.
• Develop scalable sales playbooks and training frameworks for consistent execution.
• Act as voice of customer to inform product management and differentiation.
• Build cross-functional partnerships to unlock incremental growth opportunities.

Skills

Sales leadership

CRM (Salesforce)

Strategic planning

Forecasting

Communication

Team coaching

Business development

Tools

Salesforce

Microsoft Office

Job description

ASSA ABLOY Global Solutions is part of the ASSA ABLOY Group, who are the global leader in access solutions. Every day, we reimagine how people move through a safer, more open world with ease. If you’ve ever walked through an automatic door, stayed in a hotel, or gone through passport control, you’ve probably used one of our products or services. We have operations in over 70 countries, with over 52,000 colleagues around the world.

Our expertise in customer journey mapping, innovation, and service design leads to the invention of new solutions that create value for our clients and exceptional experiences for their end users. And we have the fantastic opportunity available in Traka Americas for a Sales Director, US.

Part of Global Solutions, Traka Americas is the manufacturer of one of the world's first electronic key management systems. We are the global leader in innovative technology for sophisticated, intelligent key management systems and locker solutions. Traka operates in a wide variety of markets such as Healthcare, Education, Commercial Enterprise, Critical Infrastructure, Government, Hospitality & Gaming, and more.

Traka products and solutions solve real-world problems by securing, managing and auditing the keys and equipment at the heart of a successful operation from small business to fortune 100 companies.

Your Role in Keeping the Future in Safe Hands…

As Sales Director for the U.S. region, you will play a pivotal leadership role in accelerating growth and shaping the future of our business. You will lead a team of experienced Regional Sales Managers, driving the development and execution of strategic territory plans, strengthening key customer and partner relationships, and working cross-functionally with Marketing, Engineering, and Operations to deliver integrated, turnkey Traka solutions across both commercial and government sectors. A core focus of this role is building scalable, repeatable systems that expand market reach, unlock new opportunities, and maximize long‑term growth potential.

This role reports to the VP of Sales & Business Development and leads a team of 7 Regional Sales Managers with potential to add additional territories in alignment with growth.

Each day presents the opportunity to make a meaningful impact — coaching and developing a high-performing, growth-driven sales team, engaging directly with customers to understand their evolving needs, and positioning Traka’s industry-leading electronic key and asset management solutions with clarity and confidence. You will support the creation of detailed specifications, technical scopes of work, and compelling proposals that drive conversion and long-term value with both end users and partners.

Success in this role depends on close collaboration across the organization. You will work closely cross-functionally with other teams to optimize and deliver a seamless, high-quality customer experience at each stage of the journey. Drawing on your market insight, you will align team activity to build momentum and expand pipeline, partnering with Sales Operations and Systems leadership to develop a high-performing, metrics-driven CRM environment that enables visibility, accountability, and scalable growth.

You will also serve as a critical voice of the customer, bringing forward market insights, product feedback, and innovative ideas that enhance Traka’s competitive differentiation and open new avenues for expansion. Your strong technical sales acumen and industry expertise will position you as a trusted advisor and recognized thought leader within the access control and facilities management space, including participation in industry events and speaking engagements.

This is a highly visible, customer-facing leadership role that requires exceptional professionalism, communication, and collaboration. Above all, you will set the standard for excellence — fostering a performance culture that is energized by growth, committed to continuous improvement, and focused on delivering outstanding customer outcomes.

Who You Are

You are a high-performing sales leader who brings both results and people in mind. You bring strong commercial acumen paired with emotional intelligence — using self-awareness, empathy, and sound judgment to motivate, coach, and develop your team. As a servant leader, you operate with humility, integrity, and care, building trust while creating a culture where individuals feel supported, challenged, and accountable to perform at their best.

You are driven by outcomes and continuous improvement. You bring structure, discipline, and a data-informed mindset to sales execution, building scalable, repeatable processes that deliver consistent results. At the same time, you are not afraid to lean into difficult conversations, handling them with clarity, respect, and professionalism to elevate both individual and team performance.

A confident and authentic communicator, you build credibility quickly with customers and colleagues alike. You thrive in a fast-paced, high-growth environment and contribute to a culture that is collaborative, positive, and energizing. Above all, you lead by example — combining accountability and performance with approachability, warmth, and a genuine commitment to helping others succeed.

What you will do…

• Lead, coach, and develop a team of U.S. Regional Sales Managers, fostering a high-performance, accountable, and collaborative sales culture.
• Define and execute strategic growth plans across key U.S. segments including government, education, healthcare, data centers, and enterprise accounts.
• Recruit, onboard, and develop high-caliber talent to support continued growth and territorial expansion.
• Set clear performance expectations, objectives, and KPIs, conducting regular performance reviews to drive accountability, development, and results.
• Partner with your team on complex, consultative opportunities — shaping solution design, pricing, and commercial models to win and deliver long-term value.
• Partner with Sales Engineering and Operations to ensure solutions are well-scoped, proposals are compelling, and delivery meets customer expectations.
• Collaborate with Account Management to drive expansion within existing accounts, developing strategies for upsell, cross-sell, and service/maintenance programs that maximize customer lifetime value.
• Drive disciplined pipeline management through regular deal reviews and accurate forecasting within Salesforce CRM.
• Build and maintain a strong, balanced pipeline with a focus on high-quality opportunities, progression, and conversion.
• Collaborate with Sales Operations and Business Systems teams to continuously improve sales processes, pipeline structure, and forecasting rigor.
• Develop and embed systems and best practices through scalable sales playbooks, training programs, and coaching frameworks that enable consistent execution and elevate team performance.
• Act as the voice of the customer, providing insights and feedback to Product Management and Engineering to support innovation and differentiation.
• Build strong internal partnerships across ASSA ABLOY to drive cross-selling, share best practices, and unlock incremental growth opportunities.
• Expand strategic partnerships with system integrators and OEMs to unlock new growth opportunities.
• Work closely with Marketing to design targeted campaigns, strengthen sales enablement, and generate demand in priority sectors.
• Represent Traka at industry events, trade shows, and customer forums to strengthen brand presence and thought leadership.
• Deliver impactful presentations, demonstrations, and consultative engagements that clearly articulate and reinforce Traka’s value.
• Maintain strong market, industry, and product knowledge to identify emerging trends and opportunities.
• Manage T&E against an assigned budget.
• Travel regularly to support team success, customer engagement, and business growth across the U.S. Estimated travel expectation should be confirmed based on business needs. Estimated travel up to 50%

What we expect of you…

Experience & Background

• 10+ years of experience in security technology, access control, or related technical sales environment.
• 5+ years of sales leadership experience, with a proven ability to lead teams and manage sales operations effectively.
• Demonstrated success coaching and developing individuals to achieve high performance and professional growth.
• Strong track record of meeting or exceeding revenue targets in a technical, project-based sales environment.
Deep technical acumen with the ability to confidently position and demonstrate integrated hardware and software solutions.
• Proven experience in B2B solution selling, sales engineering, or security system design.
• Exceptional interpersonal and leadership skills, with a high degree of integrity, humility, and emotional intelligence.
• Strong ability to build and sustain long-term relationships with end users, partners, and key stakeholders.
• Proficiency with Salesforce or similar CRM platforms, with a disciplined approach to pipeline and opportunity management.
• Advanced proficiency in Microsoft Office (Excel, PowerPoint, Word) for analysis, reporting, and presentations.
• Highly organized and self-directed, with strong prioritization and time management capabilities in a fast-paced environment.

Physical Requirements

• Normal, corrective vision range; ability to see color and to distinguish letters, numbers and symbols.
• Frequently required to sit, stand, walk, talk, hear, bend and reach.
• Ability to work with graphic display units, touchscreens, etc.
• Ability to lift, roll and carry demo equipment up to 50lbs during travels - plane, vehicle, etc
• Ability to travel and sit on a plane or car for extended hours

What you can expect from us…

• 15 days PTO in addition to federal holidays
• Health insurance
• Vision insurance
• 401k option
• Company credit card for business travel expenses (per travel and expense policy)
• Laptop
• Cell phone (for company use)
• Modern office work environment with free drinks and snacks
• Opportunity to see the continental USA and other parts of the world

About Us

Featuring four times in Forbes’ most innovative companies worldwide, we deliver innovative, safe, and convenient security solutions that provide real added value to our customers. As a group, our goal is to everyday help billions of people experience a more open world. We’re proud to boast leading positions across the majority of Europe, North and South America, Asia, and Oceania, offering products and services to our customers seeking solutions to their entrance and opening requirements, such as locks, doors and entrance automation.

We are the ASSA ABLOY Group

Our people have made us the global leader in access solutions. In return, we open doors for them wherever they go. With nearly 63,000 colleagues in more than 70 different countries, we help billions of people experience a more open world. Our innovations make all sorts of spaces – physical and virtual – safer, more secure, and easier to access.

As an employer, we value results – not titles, or backgrounds. We empower our people to build their career around their aspirations and our ambitions – supporting them with regular feedback, training, and development opportunities. Our colleagues think broadly about where they can make the most impact, and we encourage them to grow their role locally, regionally, or even internationally.

As we welcome new people on board, it’s important to us to have diverse, inclusive teams, and we value different perspectives and experiences.