Director, Experiential Marketing

# Director, Experiential Marketing
** Director, Experiential Marketing
***
* Location:

** Regular availability in office at Berlin, CTASSA 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 trade shows, 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 trade shows, 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+ trade shows 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 trade shows, 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 trade shows, fleet operations, and displays.

• Foster a culture of precision, accountability, and continuous improvement.

• Manage budgets, vendors, timelines, and…