Director, Experiential Marketing
Director, Experiential Marketing
Location: Regular availability in office at Berlin, CT
ASSA ABLOY is a global leader in door opening solutions dedicated to providing a safe, secure, and accessible building environment. Every day, we help billions of 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. ASSA ABLOY’s offerings include products and services related to locks, doors, gates, and entrance automation such as controlling access and confirming identities with keys, cards, tags, mobile and biometric identity verification systems, mechanical and digital locks, cylinders, security doors and automated entrances.
The Door Security Solutions Sales and Marketing team represents more than 30 door, frame, and hardware brands, along with complementary products that come together to deliver comprehensive opening solutions that are safe, secure, and convenient. Our industry‑leading portfolio enables customers to achieve the highest levels of security, performance, and design from a single, trusted source—allowing for fully customized solutions tailored to their unique needs. Supported by the expertise of our door opening sales consultants, customers are guided through every stage of their project, from design and specification through occupancy and ongoing management. The Marketing arm of the team plays a critical role in enabling sales success by developing and delivering impactful sales enablement tools and integrated promotional campaigns across traditional and digital channels to educate, engage, and drive demand.
What you will be doing:
The Director of Experiential Marketing will lead the strategy, execution, and optimization of our physical brand presence across tradeshows, the mobile innovation fleet, and internal/external display programs. This role will be central to how we showcase our door, hardware, and access control solutions to customers, partners, and employees.
You will oversee more than 250 annual tradeshows, manage our mobile innovation fleet (tradeshow booths on wheels), and ensure consistent, high quality branded displays across offices and customer sites. This leader must excel in fast-paced environments, maintain exceptional attention to detail, and bring strong operational, digital, and analytical capabilities.
Key areas you will contribute to the role include:
Tradeshow Leadership:
• Lead planning, execution, and optimization of 250+ tradeshows annually.
• Ensure consistent brand representation, product accuracy, and operational excellence.
• Partner with product, sales, and marketing teams to align tradeshow content with commercial priorities.
• Oversee logistics, booth design, vendor management, and onsite execution.
Mobile Innovation Fleet Management:
• Direct the strategy, scheduling, and operations of the mobile innovation fleet.
• Ensure vehicles, displays, and product demos are maintained, updated, and compliant.
• Integrate digital lead capture, Salesforce tracking, and Marketing Cloud campaigns.
• Track utilization, performance, and ROI of fleet activations.
Display Program Oversight:
• Manage the creation, installation, and maintenance of branded displays for internal offices and external customer sites.
• Ensure displays accurately represent product lines, brand standards, and messaging.
• Develop scalable processes for inventory, updates, and lifecycle management.
Data, Analytics & Digital Integration:
• Use Salesforce, Marketing Cloud, and analytics tools to measure tradeshow performance and pipeline impact.
• Build dashboards and reporting frameworks for tradeshows, fleet, and display programs.
• Partner with digital teams to integrate campaigns, lead capture, and follow-up workflows.
Leadership & Team Management:
• Lead and develop a high-performing team responsible for tradeshows, fleet operations, and displays.
• Foster a culture of precision, accountability, and continuous improvement.
• Manage budgets, vendors, timelines, and cross-functional relationships.
What we are looking for:
Experience & Organizational Context:
- Demonstrated experience working within a high-volume, multi-faceted tradeshow program, with clear understanding of the planning, logistics, timelines, and stakeholder coordination required.
- Strong familiarity with the scope, cadence, and operational demands of our tradeshow and experiential programming.
- Experience leading programs to include process ownership, prioritization, and continuous improvement.
Leadership & Ownership:
- Proven ability to lead through influence across sales, product, marketing, and operations, even when not owning all resources directly
- Must possess strong decision-making skills, escalate issues to management, and have accountability for outcomes.
- Track record of moving from “doer” to leader who sets direction, standards, and expectations.
Operational & Program Management:
- Strong program management skills with the ability to oversee multiple workstreams, timelines, and vendors simultaneously.
- Experience managing budgets, forecasts, and vendor relationships with an emphasis on accuracy, consistency, and execution quality.
- Highly organized, detail-oriented, and able to operate calmly and effectively in fast-paced, deadline-driven environments.
Data, Systems, & Measurement:
- Familiarity working with Salesforce, Marketing Cloud, and event-related reporting tools.
- Experience using data to evaluate program effectiveness, identify gaps, and recommend improvements.
- Ability to partner with digital and sales operations teams to ensure lead capture, follow-up, and reporting discipline.
Business & Communication Skills:
- Exhibits exceptional public speaking and communication skills, with the ability to deliver clear, engaging presentations to large audiences.
- Clear, confident communicator who can translate operational details into insights and recommendations for leadership.
- Able to balance strategic thinking with practical execution realities.
Education and/or experience:
- Bachelor’s degree in Marketing, Communications, Business, or a related field (or equivalent experience).
- 10+ years of progressive experience in marketing, experiential marketing, or tradeshows.
- 5+ years of leadership experience, including responsibility for coaching, development, performance management, and workload prioritization.
Additional Preferred Experience:
- Previous experience supporting or leading internal experiential, tradeshow, or field marketing programs within the organization.
- Direct involvement with mobile assets, permanent displays, or showroom-style environments.
- Familiarity with B2B sales environments and longer commercial sales cycles.
- Experience working closely with fabrication, logistics, or installation partners.
ASSA ABLOY offers a competitive compensation and benefits package, including bonus, a 401(k) plan, education assistance, and an environment that reflects our commitment to our employees. The wage range for this role considers a broad scope of factors that are considered when making compensation decisions. Pay within each range is based on a variety of factors including, but not limited to, to primary work job-related knowledge, skills, experience, training, licensure and certifications, business requirements, geographic location and other business and organizational needs. This salary range is a reasonable estimate for this position at the time of posting. ASSA ABLOY conducts regular review of compensation ranges and therefore reserves the right to alter this range at any given time.
Working for ASSA ABLOY means that you will be part of a dynamic environment, developing innovative solutions to improve our customers' lives. As the global leader in door opening solutions, we are using the latest technologies to open doors to events, hospitals, education, homes, hotels, airports and businesses. Joining ASSA ABLOY means being part of a fast-moving company with many opportunities.
“Let’s open the doors to the future – together!”
ASSA ABLOY is an Equal Opportunity Employer/Minorities/Females/Disabled/Veteran
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.
Berlin, CT, US, 06037 -, CT, US, - New Haven, CT, US, 06511
Nearest Major Market: Hartford