Darren Baker MSc

Questioner
DISC Type : c

Head of Security at Praxis Group

London Area, United Kingdom

Overview

Darren Baker is the Head of Security for Praxis Group, an experienced security and risk professional with a Masters degree in Security and Risk Management. He specializes in developing integrated security strategies, enterprise risk management, and managing security for large, high-value commercial property portfolios.

His personal interests include The Walt Disney Company and the British Army, where he began his career. This unique combination suggests an appreciation for large-scale, complex operations in both the private and public sectors, from global entertainment and brand protection to national security and strategic planning.

While at Sainsburys, he designed and delivered a bespoke 3-day training course on handling Tiger Kidnap scenarios.

Personality Overview

Not Easily Convinced

Cautious & Analytical

Value Seeker

While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters.  It is quite likely of them to ask for pricing or other concessions. They prefer to fully evaluate every situation.

Topics They Care About

Corporate Security Strategy
He has extensive experience developing and owning the end-to-end security strategy for multi-billion pound commercial real estate portfolios at Praxis Group and Workspace Group.
Enterprise Risk Management
His Master's degree and certifications focus on Security and Risk Management, and he has implemented full ERM systems in previous roles.
Integrated Security Solutions
He emphasizes a blended approach, believing technology and physical manpower must work in harmony for an effective, modern security solution.

Media Appearances

Darren has no verified media appearances

Work History

8-2025
Head of Security at Praxis Group
8-2016 - 7-2025
Head of Security at Workspace Group
7-2012 - 8-2016
National Investigations Manager at Sainsbury's
2-2008 - 6-2012
Regional Head Of Profit Protection at Sainsburys
2003 - 2008
District Loss Prevention manager at TKMaxx

Education

6-2021 - 8-2023
Master's degree from University of Leicester
1984 - 1988
Education details unavailable from Brays Grove

More Information

Social Presence :

Prographics :

Exp : 30 Location : London Area, United Kingdom Job Level : Mid-senior Designation : Head of Security at Praxis Group
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Insights For Selling To Darren

During A Call Or A Meeting

DO's

  • Keep some extra margin in hand as they will likely negotiate the pricing
  • If you have a lower priced product compared to the competition, call out the same
  • Tell them that you will come back if you don’t have a good answer for a question

DONT's

  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.
  • Don’t overhype the product/pitch, keep it measured
  • Don’t depend too much on anecdotal evidence, it reduces their confidence

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Darren is

  • Ensuring that the product delivers ROI, cost-effective pricing and process compliance are very important for them.
  • Will you ever get a clear answer from Darren

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Darren move?

  • If they have the information that they need, they can move fast at making their decisions.
  • Can Darren take some risk or not?

  • If they believe that they have analyzed the situation well, they can take a little risk.

You And Darren

Personality Compatibility


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