Craig Newell is the Vice President of Sales and Business Development at Traka, a part of the ASSA ABLOY Group, the global leader in access solutions. He is responsible for the strategic partnerships and revenue growth for the Traka Americas region.

A native of the United Kingdom, Craig studied at the University of Northampton and joined Traka in Olney, the UK as a Production and Service Technician in 1999. As one of the original employees of Traka, Craig's leadership and intuitive business acumen lent to several other key positions, including R&D, Technical Manager, and Technical Operations Director, before becoming the VP of Sales & Strategic Business Development. In this most recent role, he oversees the technical solutions portfolio for over 20 industry channels and is responsible for America's revenue growth.

Since joining the company 25 years ago, Craig has had first-hand experience developing new product technologies based on customer feedback and relatable field experience, helping to ensure Traka's developments remain at the forefront of the key and asset management industry.

From working with development teams on Traka's first line of intelligent electronic lockers using RFID technology to launching the latest in partner integrations for Traka's next-level key cabinets, designed for scalability, flexibility, and sustainability, Craig is instrumental in ensuring sales operations and technical solutions are always customer-focused.