News

SATO Europe appoints Victoria Grobushkina as European Sales Director

23 September 2025 – Heidelberg, Germany – SATO Europe, a global provider of labelling and auto-identification solutions, has appointed Victoria Grobushkina as European Sales Director.

Victoria is an established Auto-ID leader with extensive experience across EMEA in enterprise sales and channel development, including senior roles. At SATO Europe, she will lead the regional sales organisation and deepen collaboration with channel partners—supporting customers in retail, manufacturing, logistics and healthcare as they modernise operations and scale traceability.

“We are thrilled to have Victoria join us. She brings a proven ability to grow businesses across diverse markets and a deep understanding of the Auto-ID industry. With her leadership, we will accelerate our growth journey and deliver even greater value to our customers and partners,” said Laurent Lassus, Head of Europe, SATO.

European supply chains are evolving—driven by data, compliance, and sustainability expectations. Appointing a sector specialist with strong partner credentials strengthens how SATO Europe supports multi-country customers: consistent execution, clear accountability, and a sharper focus on outcomes such as uptime, total cost of ownership and responsible sourcing.

Victoria will work closely with SATO’s solutions, services, and consumables teams to align go-to-market and delivery across the region—ensuring customers benefit from a coherent, partner-first approach to devices, labels and software-enabled solutions.