Director of Equipment Sales

Director of Equipment Sales

The Role:

The Director of Equipment Sales is responsible for AAES North America's direct sales strategy for ASSA ABLOY entrance systems products across the United States. This role owns equipment pricing strategy, sales incentive plan design, and discount governance, and leads a multi-channel sales organization spanning architectural, inside sales, distributor partners and field sales functions.

Key Responsibilities:

• Develop and execute sales strategy for ASSA ABLOY products across the U.S. market
• Own equipment pricing strategy and structure
• Design, implement, and manage sales incentive compensation plans
• Establish and govern discounting policy and approval thresholds
• Lead the architectural sales function through the Director of Architecture, overseeing regional architectural sales representatives
• Manage a team of 6 inside sales representatives supporting field offices
• Maintain a dotted-line relationship with District Sales Managers to align field execution with direct sales strategy
• Lead ASSA ABLOY indirect distribution business channel
• Drive CRM optimization and utilization across the sales organization, ensuring data integrity, pipeline visibility, and reporting accuracy to support forecasting and decision-making
• Partner with marketing, product, and operations to align sales strategy with business objectives
• Analyze sales performance, pricing trends, and market conditions to inform strategy adjustments
• Build and develop a high-performing sales team, including talent development and succession planning

What You Will Need:

• Bachelor's degree in Business, Sales, Marketing, or related field; MBA preferred
• 10+ years of progressive sales leadership experience, ideally in building products, industrial equipment, or a related manufacturing/distribution environment
• Demonstrated experience developing pricing strategy and managing discount governance
• Experience designing and administering sales incentive compensation plans
• Proven track record leading multi-channel sales teams (direct, architectural/specification, inside sales)
• Strong analytical and financial acumen
• Excellent leadership, communication, and cross-functional collaboration skills
• Ability to travel as needed across the U.S.

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.