Axel Kaiser appointed new Head of Sales Germany and Head of Sales Marketing at Theben AG

(Haigerloch, 30 July 2020) Family-operated company Theben AG in Haigerloch, Germany, has appointed Axel Kaiser as its new Head of Sales Germany and Head of Sales Marketing. The 43-year-old, who holds an MBA, most recently filled the role of Chief Sales Officer at smart home start-up frogblue AG and boasts extensive experience in sales and marketing of B2B products relating to building technology.

Prior to working at frogblue, Axel Kaiser held various positions at Busch-Jaeger Elektro GmbH – a wholly owned subsidiary of ABB Asea Brown Boveri Ltd – for more than 20 years. There, he was responsible for sales and product management on both a national and international level. His most recent role was in charge of global product management in the area of building automation (smart homes, KNX, smart buildings, door communication and IoTS) at ABB in Lüdenscheid, Germany.

Through Axel Kaiser’s appointment, Theben AG is strengthening and repositioning its sales team: as part of this, Rainer Uez will be working more closely with wholesale associations and corporations as Sales Manager Wholesale Germany, while Michael Mayer will be responsible for the property business. Günter Schatz will act as South/East Sales Manager and Arn Eberlein as West Sales Manager, completing the team that will work with Axel Kaiser. “These changes will reconfigure our approach to sales, marketing, training and our hotline, and will put Theben in a strong position to face the future”, says Thomas Sell, Chief Sales Officer.    

With his business expertise and experience of the industry, Axel Kaiser is looking forward to his new role:“When it came along, I immediately jumped at the opportunity to head up sales for Theben in Germany. I’ll be working with an experienced, high-achieving team and I hope that my knowledge of smart homes, smart buildings and IoT will make a sound contribution to its success, which is growing all the time. My remit will also include the new area of Sales Marketing, which will allow sales and marketing to work closer together. Theben stands for innovation, quality and tradition. We want to boost our presence on the market and strengthen our expertise in providing solutions, as we have many customers who have only ever used selected products from Theben. We want to change this and tap into new customer segments. Digital, networked products are very much in vogue just now and that puts us in an excellent position, as we already offer a wide range of products in this area and intend to align ourselves with the latest trends.”

As Theben AG’s Chief Sales Officer, Thomas Sell is also delighted to have Axel Kaiser’s expertise on board: “Axel Kaiser is a sales expert with international experience and has already achieved considerable success in the areas that we focus on – including smart buildings, smart homes and KNX. He will also bring fresh ideas that will enable us to become more innovative.”


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