At The Watercooler
At the Watercooler with Ed McCabe of Diebold Nixdorf
Ed McCabe, head of retail sales North America at Diebold Nixdorf, helps retailers grow and modernize with modular, AI-powered self-service and strategic partnerships.
August 25, 2025
Describe your current role:
As head of retail sales for North America at Diebold Nixdorf, I lead our go-to-market strategy across tier 1 and tier 2 retailers. My focus is on driving growth through strategic partnerships, expanding our footprint with net new logos and deepening relationships with existing clients. I work closely with cross-functional teams to align our modular, open and AI-powered self-service solutions — like DN Series EASY and Storevolution — with the evolving needs of the market.
What was your first career role and what is one important lesson you learned from it?
My first role was in field sales, where I quickly learned that listening is more powerful than pitching. Understanding a customer's pain points — before offering a solution — builds trust and long-term value. That principle still guides how I lead teams and engage with clients today.
What inspired you to work in your industry?
Retail is dynamic, fast-paced and deeply human. I was drawn to the challenge of solving complex problems at scale — especially those that impact millions of consumers daily. The intersection of technology and customer experience is where real transformation happens, and that's what excites me.
What do you enjoy most about your current role?
I love the opportunity to shape the future of retail. Every day, I get to collaborate with visionary retailers and a world-class team to bring smarter self-service to life. Whether it's reducing friction at checkout or helping retailers modernize legacy systems, the impact is tangible and rewarding.
What's a common misconception people have about what you do?
People often think retail technology is just about hardware. In reality, it's about orchestration — bringing together software, services and data to create seamless, scalable experiences. At Diebold Nixdorf, we're not just selling machines; we're enabling transformation.
What is one career achievement you're most proud of?
Leading the North America growth plan at Diebold Nixdorf has been a highlight. We've made significant strides in addressing legacy systems with flexible, modular solutions that meet retailers where they are. Seeing our strategy translate into momentum in the real world is incredibly fulfilling.
Who is/was your mentor and what's one important lesson you learned from them?
One of my early mentors taught me that leadership is about clarity and consistency. In times of uncertainty, people look for direction. Being transparent, decisive and empathetic builds credibility and momentum.
What industry trends do you think are currently over-hyped and why?
There's a lot of noise around 'frictionless retail' as if it's a one-size-fits-all solution. The reality is, friction isn't always bad — it can be intentional and even beneficial. The key is to reduce unnecessary friction while preserving control, security and personalization.
What industry trends do you think don't get enough attention and why?
Open architecture and modularity are game-changers, but they're often overshadowed by flashier trends. Retailers need flexibility to evolve without ripping and replacing entire systems. That's where Diebold Nixdorf's approach — open APIs, modular upgrades and AI-driven insights — really shines.
What advice would you give to someone just starting out in your industry?
Be curious and stay close to the customer. Technology will evolve, but the ability to understand and anticipate human behavior is timeless. Also, don't underestimate the power of execution — great ideas mean nothing without follow-through.
If you weren't working in your current field, what would you be doing instead?
I'd probably be teaching or coaching. I enjoy helping people unlock their potential and think strategically. There's something incredibly rewarding about guiding others to their 'aha' moments.
What do you do to have fun outside of work?
I'm a big fan of golf, beach time and driving old convertibles. It's how I recharge and stay grounded. I also love spending time with my family — raising four children has been my greatest adventure.
Is there anything else you would like to tell people about yourself or your company/organization?
At Diebold Nixdorf, we believe retailers don't need more self-service — they need smarter self-service. Our mission is to help them deliver intuitive, efficient and scalable experiences that meet today's challenges and tomorrow's opportunities. Every second counts, especially during peak times and we're here to make every one of them matter.
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DIEBOLD NIXDORF
As a global technology leader and innovative services provider, Diebold Nixdorf delivers the solutions that enable financial institutions and retailers to improve efficiencies, protect assets and better serve consumers.
