Paul Gerard van der Rest

Led strategic growth initiatives across Mechanical Cylinder Locks category at an EMEIA level, driving new business opportunities and fostering long-term customer partnerships in both residential and commercial sectors.

• Oversaw performance and strategy of Mechanical Cylinder & Padlock product portfolios.
• Partnered with Business Analysts to enhance strategic planning and operational efficiency.
• Directed product marketing efforts to boost visibility and market penetration.
• Monitored KPIs to inform data-driven decisions and evaluate product success.
• Identified market growth opportunities and optimized competitive positioning through a multi-channel approach.
• Aligned portfolio strategies with evolving market trends and competitor activity.
• Promoted cross-selling initiatives to support comprehensive ASSA ABLOY door solutions.
• Conducted market analysis including trend tracking and competitor insights.
• Acted as key liaison across innovation, operations, logistics, sales, and marketing.
• Mentored Project Management teams to drive excellence and foster growth.

Championed Mechanical Cylinders and Architectural Hardware product innovation and lifecycle management to grow residential market share across EMEIA, with strong focus on margin optimization and customer satisfaction.

• Developed innovative, market-leading products tailored to UK and EMEIA customer needs.
• Collaborated with Business Development and Regional Sales teams to drive successful market launches and achieve revenue targets across 'Bog Box' DIY retailers and Trade channels.
• Managed full product lifecycle to deliver high-value solutions and customer satisfaction.
• Led product innovation aligned with strategic roadmaps and generation plans.
• Coordinated cross-functional teams to execute product initiatives effectively.
• Ensured compliance with ASSA ABLOY’s NPI & CPI Gateway processes.
• Acted as category expert, resolving product-related issues and supporting stakeholders.
• Delivered successful range management including rationalization, pricing, branding, and launches.
• Worked with marketing to ensure accurate and compelling product messaging.

Key Achievements:

• Recurring Revenue Model: Launched patented entry-level cylinder countering low-cost competitors and enabling recurring revenue through key blank sales, delivering 12% savings.
• Adjustable Cylinder Innovation: Led development and launch of first adjustable cylinder for DIY market, complementing Yale’s smart keyless door lock.

Directed global strategy and product development for the Prepping Category, delivering innovative solutions and driving profitability.

• Defined and managed global product roadmaps from concept to retirement.
• Collaborated cross-functionally to meet cost, quality, and customer satisfaction goals.
• Executed annual product plans focused on ROI, pricing, and positioning.
• Project managed NPD using PD-Trak, ensuring delivery within scope and budget.
• Led and mentored Product Managers and Application Specialists.
• Utilized market research and consumer insights to build competitive product ranges.
• Partnered with designers and engineers to embed brand DNA into product design.
• Rationalized and refreshed product lines to meet current and future market needs.
• Engaged international sales teams for input into product creation processes.

Key Achievements:

• Global Heat Gun Launch: Developed a new heat gun range with 12% YOY growth; earned “Top 100 New Products” (This Old House, USA) and Emmy Award for “Commercial Campaign”

Developed and launched new product ranges for electrical market, aligning pricing and strategy with evolving trade needs.

Key Achievement:

• PAT Fixings Launch: Introduced a commercial range of Powder Actuated Tool fixings , culminating in a high-profile presentation to Independent National Sales team.

Managed range reviews and merchandising for top UK DIY retailers, supporting strategic category decisions.

Key Achievement:

• Store-within-Store Concept: Designed and implemented multi-material flooring concept for MFI, from initial design to trial rollout across five stores.