Traction Guest Expands Executive Bench With Appointment of Roger Beharry Lall to Vice President of Product Marketing

Brings Track Record of Leading Dynamic Marketing Organizations at Think Research, Adlib Software, BlackBerry and IBM to Drive Next-Level Growth in the Enterprise

SEATTLE--(BUSINESS WIRE)--Traction Guest, a global leader in cloud-based solutions for enterprise visitor management systems (VMS), today announced the appointment of Roger Beharry Lall as Vice President of Product Marketing. With over 20 years’ experience leading high-growth marketing organizations at B2B tech companies, Beharry Lall brings extensive knowledge about product positioning, sales enablement, research/marketing analysis and global go-to-market strategy. His background includes leadership positions at Think Research, Adlib Software, BlackBerry and ISM-BC (an IBM Subsidiary). At Traction Guest, Beharry Lall will be responsible for product marketing, analyst relations and market research, as well as driving customer demand through digital marketing, content, events and other activities as the company expands globally.

“Roger adds a wealth of marketing knowledge to our executive team and brings an outstanding track record of driving innovation and high-performance teams,” said Keith Metcalfe, CEO at Traction Guest. “He has deep experience leading global expansions and numerous product launches. He was also integral to bringing the smartphone category to life at BlackBerry. As we expand our enterprise offerings to keep people safe in the evolving workplace, Roger will be instrumental in refining our product positioning to fully capture the market opportunity.”

Prior to Traction Guest, Beharry Lall served in executive marketing roles at several SaaS startups where he led go-to-market strategy and worldwide expansion; oversaw digital marketing and communications programs; and managed team build-outs and restructuring. Throughout his career, he has contributed to companies’ significant growth by helping them address the complex needs of enterprise customers in regulated industries. At BlackBerry, where Roger spent more than a decade, he contributed to the definition and evolution of the mobile handset category, expanding the brand into new vertical segments and working on the groundbreaking team that launched the company’s inaugural Wi-Fi offering.

“Having played a role in the growth of a storied business like BlackBerry, I was immediately drawn to the parallel opportunities for Traction Guest to define a market with truly breakthrough technology,” said Beharry Lall. “The future of the workplace is rapidly changing. I’m excited to contribute to Traction Guest’s mission to help everyone – employees, visitors and contractors – be safer and feel more welcomed at work, while complying with social distancing and new safety protocols. I look forward to taking on this challenge with the team.”

About Traction Guest

Traction Guest, the leader in enterprise visitor management, empowers businesses across five continents and dozens of industries to make hosting visitors effortless, memorable and safe. Today, top global brands rely on the highly customizable platform to deliver unparalleled security and an intuitive visit experience across multiple entry points. For further information, visit


Amber Winans
Bhava Communications for Traction Guest