As Auror accelerates its expansion across North America, the team supporting that growth is expanding too.

Trevor Symons joined as our Vice President of Sales for the region at the beginning of 2025, adding further leadership depth to lead the team towards our bold 50 in 5 mission of reducing violent retail crime by 50% in five years.

Achieving this mission requires more than just technology. It takes the right people to build, nurture, and lead the network needed to create safer stores. 

Here is why Trevor is one of those people.

Introducing Trevor Symons, VP of Sales, North America

Originally from London and now based in New York City, Trevor brings nearly two decades of experience helping organizations navigate significant growth by building and leading high-performing sales teams.

He is passionate about developing talent and fostering collaborative cultures where teams are focused on partnership and long-term customer value. Throughout his career, he has guided teams through expansion with clear strategy, hands-on mentorship, and the structure needed to scale successfully.

Trevor joins with a firm belief that the best commercial organizations are built on trust, collaboration, and a genuine commitment to customer success.

Why Auror, why now

Auror is at a demanding stage and has tremendous growth opportunities, especially in North America. 

The foundation is already there. A growing network of retailers across the United States and Canada, now extending into Latin America, are using Auror to tackle retail crime in a way that wasn't possible before: collaboratively, and at scale. Loss prevention leaders aren't just using the platform, they're helping shape it, sharing intelligence across the network and driving outcomes that no single retailer could achieve alone.

That network effect is real and measurable. The question is no longer whether Auror works. It's how far the network can reach and how much more powerful it becomes as it grows.

Capturing that opportunity requires a different kind of sales leadership, the systems, talent, and culture to scale a commercial team without losing the trust and partnership that got Auror here.

That's the challenge Trevor has been brought in to build on. Over the past year, the team and its foundations have grown stronger. The next chapter is about scale.

‍The opportunity for loss prevention teams in North America

Our data shows violent retail crime is not random. 

Across our global community of retailers, 10% of offenders are responsible for roughly 60 to 70% of loss and harm. Those repeat offenders are four times more likely to be violent.

These are different organizations and different regions, all following the same patterns. 

Trevor says there is not enough discussion about this distribution at retail executive levels. Rather, they continue to focus on shrink, inventory variance, and margins. 

While these are important and should be managed, violence is the cost that doesn’t show up on profit and loss statements. Instead, it rears its head through team morale, turnover, brand reputation, and store environment.

That’s why we built a Retail Crime Intelligence platform, not just siloed case management, to connect the people protecting our stores. Now expanding our Risk Detection suite with products like Auror Subject Recognition (ASR) and Vehicle Recognition, retailers can identify their highest-harm offenders and alert teams to their presence, empowering their teams to make the safest decisions for the circumstances.

Building for scale

In the time Trevor has been leading Auror’s North America sales team, we have achieved the following:

• Our strongest ever quarter, securing key strategic partners to add 1000’s of new stores to the Auror ecosystem.  
• 66% growth in new North American customers YoY
• A leading beauty retailer in Canada joining the platform to strengthen intelligence sharing and store-level safety.
• A popular southern US grocer extending its Auror partnership into Mexico.
• A new partnership with a major home improvement retailer, a category where organized retail crime has been scaling fast and shared intelligence across the network makes a measurable difference.
• Auror’s retail crime intelligence network now extends to jewelry and telecoms, two of the highest-theft, highest-impact categories in North America.

Trevor has brought a consistent and repeatable structure to the way the sales team works, ensuring they understand key metrics to qualify the right opportunities. On top of processes, he is equally focused on bridging the gap between what customers need and why it matters, and how that shapes product and commercial strategy. 

“We’re building a team that measures success by what happens in the stores and communities we serve. Safer environments, supported store teams, that’s what drives how we go to market, and we’re just getting started,”

As a whole, Auror is dedicated to being an exceptional partner to our customers. That’s why we prioritize being on the ground, close to the practical reality of retailers. It’s why Trevor and his team are spending quality time in decision-making rooms, at industry events, in roadshows, and in direct conversations with loss prevention teams. 

“This work is too important to do from a distance. Retailers and law enforcement are on the front line of a real problem, our job is to be at the table with them, not presenting at them. The best conversations I’ve had this past year have happened in stores, at events, and across the table from people who are serious about making a difference,”

Safer stores, together

As the Auror Network grows globally, our mission remains the same: Empower retailers and law enforcement with innovation, intelligence, and community to surface, and prevent, their most prolific offenders and create safer stores. 

Trevor and his team are here to ensure every retailer that joins the network feels the full weight of Auror’s partnership behind them. And that we are moving closer to that 50 in 5 mission, together.