Sales Director Bike – OEM

vervuld Veenendaal Gepubliceerd op: 11-10-2021

Gepubliceerd op: 11-10-2021

In het kort

University or similar degree thinking and working level
Several years of successful (bicycle) OEM experience in a commercial management role
Proven commercial success in dealing within a B2B (-project) environment with a consumer oriented brand and product. Experience working in an international environment
Positie vervuld

Sales Director Bike – OEM


The Sales Director Bike - OEM is part of the Bike Commercial EMEA-APAC team. The Sales Director Bike – OEM is overall responsible for the worldwide OEM customers and business. Develops and executes the growth strategy for the worldwide OEM channel and go-to-market. Manages and drives the OEM sales for the brands AXA, Trelock, AXA-iN for the product categories Locks, Lights, Electronics and Chain guards.

The Sales Director Bike - OEM leads the global OEM sales team (6 FTE), a team of professionals. Innovative, professional and enthusiastic leadership is required to help accelerate growth and innovation throughout the Allegion organization.  Based on the customer relations, customer input and market knowledge, ideas are canalized into the Product Management and Engineering Organization to build the right customized products and the right innovation funnels.

The OEM offices are located in Veenendaal Netherlands, Münster Germany, Hongkong and Boston USA. In those places also the Customer Experience (sales support) teams are residing. The Sales Director Bike - OEM reports to the  Commercial Director Bike EMEA - APAC. Base is Veenendaal, the Netherlands. Frequent travelling is part of the job.


  • Full responsibility and accountability of global OEM revenues and margins;
  • manage a big business at international level
  • Drive profitable growth in OEM business, maximizing share in existing markets and identifying areas for profitable growth with the existing customers and regions
  • Execute, monitor and evaluate the year Sales and Margin budget plan (AOP) and make changes as necessary to deliver
  • Strengthen the AXA and Trelock brand identity within the OEM go-to-market
  • Develop a clear strategic direction for the OEM business, including expansion strategies as => new OEM customers and sectors (Automotive) are entering the bicycle market => new OEM segments (Cargo, Scooter) are coming in fast  => solutions/technologies are expanding and developing fast
  • Further development of the company’s core competencies in meeting the needs of the Customer and the Consumer. This all driven or enabled by digitalization and automation
  • Personal positive relationships with top customers. Continue the Joint Business Planning with top customers creating further integration and interdependencies
  • Develop new and leverage existing relationships, garner new opportunities for the organization
  • Lead a team of professionals making the next step for our OEM organization and business 
  • Provide strong day-to-day leadership and presence; be available, accessible and proactive in communication with all stakeholders
  • Ensure close and efficient cooperation with the customer service and back office support
  • Strengthen the company’s performance level and service through enterprise excellence


Education and Experience

  • University or similar degree thinking and working level
  • Several years of successful (bicycle) OEM experience in a commercial management role
  • strong business acumen
  • Proven commercial success in dealing within a B2B (-project) environment with a consumer oriented brand and product. Experience working in an international environment
  • Proven ability to create the right commercial plans and contracts to establish a beneficial long term relationship with the customers
  • Proven commercial leadership track record demonstrating the ability to build and execute profitable growth strategies
  • Proven skills creating business plans, managing budgets, developing growth strategies and establishing business processes
  • Experience in (co-)working with an ERP/CRM implementation project
  • Business fluent in English and German or French

Personal Competencies

  • Genuine leader, proven experience in leading and motivating professionals. Team player
  • Proven management skills; leading staff, employee recognition and engagement
  • Demonstrable skills in communication and relationship-building, can deal with criticism, high level of resilience and empathy, creates clarity on expectations and future steps
  • Strong analytical thinker, structured worker
  • Change enabler, proactive work attitude
  • Cultural sensitive
  • Willing to travel


  • Compatible salary package
  • Interesting bonus scheme
  • Profit sharing in case of good business performance
  • 27 holidays
  • Dynamic working environment, within an organisation that’s always on the move
  • Access to company fitness Netherlands


About Allegion
At Allegion, we help keep people safe and secure where they live, work and visit. With more than 25 brands sold in almost 130 countries across the globe, we specialize in security around the doorway and beyond: everything from residential and commercial locks, door closer and exit devices, steel doors and frames to access control and workforce productivity systems. At the core of our $2 billion business is the knowledge and experience of the 9,000 dedicated employees behind our brands. We help our customers navigate their toughest security challenges, and we help builders and property owners differentiate themselves by providing innovative and secure solutions. Enterprise excellence is a key part of what we do for our customers, and is a focus for our employees. Our trained specification writers and experts not only help our customers adhere to codes and standards – we help advocate for and raise those security standards in the first place, in markets around the world.

About Global Portable Security (GPS)
GPS is a business unit within Allegion that was created to bring together the acquisitions of AXA and Trelock with the Kryptonite brand to maximize the potential of these three leading bicycle lock and light brands around the world. In addition to mobile security, the AXA brand also provides security for homes and buildings in the form of hinges, window releases, window locks, door hardware and access control systems.
Our Veenendaal site has a long and rich history, dating back to 1902. The basis for one of the two current successful core business is already established in the twenties, the forerunner of the present company started production and sales of hardware. Twenty years later, a ring lock for bicycles was introduced. This marks the start of a range of bike components, the second core activity as it is now. 
Today, the range of products of Home Security contains hinges, window stays, window- and door fittings and access management. The product range of Bike Security contains bicycle locks, lighting products and chainguards. Our production facilities in the Netherlands, France and Poland. Our sales offices are located in the Netherlands, Germany, France Poland and Hong Kong

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