Axis Communications' Keith D'Sa appointed Director of Sales for North America

Axis Communications, the industry pioneer in video surveillance, announced the promotion of Keith D’Sa to Director of Sales, North America. Previously Country Manager for Canada, D’Sa will now lead the North American field sales organisation, consisting of six U.S. business areas in addition to Canada.

In his new role, he will focus on driving continued growth and deepening engagement with Axis’ valued channel partners and customers. D’Sa succeeds longtime sales leader Larry Newman, who has been with Axis for over 20 years. Newman will remain in his current role as Sr. Director of Sales for the Americas through 2026, continuing to oversee distribution and national integrator programs to support a seamless transition and provide ongoing leadership.

Prior roles of Keith D’Sa

Keith D’Sa has been with Axis since 2012, most recently overseeing the organisation’s Canadian operations. Under his leadership, the region achieved record sales milestones, opened new Axis Experience Centres in Toronto and Vancouver, and was recognised multiple times as a Great Place to Work® in the technology sector.

He brings over 20 years of security industry experience to his new role, with a background spanning sales, operations, and strategic account management. D’Sa is widely recognised as a forward-thinking pioneer and trusted voice in the industry and was notably named a 'Game Changer' by Vanguard Canada for his visionary leadership and meaningful contributions to the evolution of the security industry.

Next chapter of growth

D'Sa has been with Axis since 2012, most recently ruling the organisation’s Canadian operations

"As Country Manager, Keith demonstrated a consistent ability to scale operations, build strong partner relationships, and deliver results," said Fredrik Nilsson, Vice President, Americas at Axis Communications, adding "He brings the right mix of vision and hands-on experience to lead our North American sales teams in this next chapter of growth."

Fredrik Nilsson continues, "I’ve had the privilege of working alongside Larry Newman for more than two decades. His leadership has been instrumental in expanding our presence across the Americas and in shaping a highly effective, partner-centric sales strategy. We’re grateful for his lasting impact and continued guidance during this transition."

Trust-based partnerships

"It’s a privilege to take on this role and lead such a talented, committed team across North America," said Keith D’Sa, adding "Larry has built a remarkably strong sales organisation, and I’m committed to advancing that momentum."

He continues, "While my primary focus for the last 12 years has been focused on building lasting, trust-based partnerships in Canada, I look forward to bringing that same focus and energy to a broader market."

Expanding ecosystem of integration

Keith D’Sa added: "Axis is operating in a period of accelerated growth, powered by rapidly advancing technologies and a clear sense of purpose as an organisation. I’m excited to help shape the next phase of our journey — collaborating with our expanding ecosystem of integration and technology solution partners — to deliver value-driven innovation to customers across the region."

Keith D’Sa will officially assume his new role as Director of Sales North America on October 1, 2025, and will be based out of Axis Communications’ Americas headquarters in Chelmsford, Massachusetts.