Ron Rosenbaum
Chief Global Marketing and Business Development Officer
ASIS International

Ron Rosenbaum is the Chief Global Marketing & Business Development Officer at ASIS International, a professional Association recognized as the global leader in security information, education, certification and standards. Ron is a 20+ year association management veteran who possesses significant global executive management, communications, marketing, business development, and event management experience.

He earned a BA degree in Communications from George Mason University and a MS degree in Marketing from Johns Hopkins University. Prior to joining ASIS International, Ron served as the COO of the American Gaming Association, Senior VP, Marketing and Development for the Sports & Fitness Industry Association, and Senior VP, Marketing & Communications for the Club Managers Association of America.

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Enterprise Security in Center Stage at ASIS Annual Event
Mukesh Buch
October 16, 2017

What is the ASIS Annual Seminar and Exhibits about?

The ASIS Annual Seminar and Exhibits is the flagship event for the security industry and has been for more than six decades. We deliver the most comprehensive event available in the security space— providing industry-leading education, countless networking and business-building opportunities, and an expo floor jam packed with the latest security services and solutions.

Our attendees take pride in knowing that by attending our event, they are directly supporting scholarship programs and the development of education, certifications, and standards and guidelines that support the profession and our membership year-round.

What aspects of security do you cover?

ASIS International member expertise covers all aspects of security. We have 34 councils made up of subject matter experts in every industry sector, from IT security to executive protection to retail loss prevention, school security, and many more.

More broadly, as an organizational strategic priority, we are focused on embedding the concept of Enterprise Security Risk Management or ESRM, into all our products and services. ESRM requires security professionals to take an enterprise-wide view of the risks facing their organizations.

This helps reduce silos between physical and IT and helps position security as a business enabler.

How would you describe your target audience?

Our global audience encompasses operational and cybersecurity professionals, at all stages of their careers, from both the public and private sector, as well as thousands of solution providers sharing the most innovative security products and services.

Year after year they return to share ideas and experiences that help them better understand global trends and their security implications, as well as how to address every day work challenges through interaction with experts in their field.

The focus shifted from industrial and physical security towards enterprise security risk management, which is the ability of our members to protect their assets across the entire enterprise.

What were the highlights of the 2017 event?

Keynote speakers set the tone for each day, with George W. Bush, Mark Cuban, and Scott Klososky sharing their perspectives on the current threat landscape and the risks and potential of innovative technologies that are reshaping society and the way we do business. The Global Responses to Global Threats panel of international security experts focused on private-public sector collaboration, and Carey Lohrenz closed out the week with a call for fearless leadership.

The formal education program featured more than 180 sessions spanning the security spectrum. New this year, the first day of our event was dedicated solely to education, with a focus on immersive and interactive learning formats for attendees at all experience levels.

The reimagined exhibit hall opened on Tuesday and featured more than 575 exhibitors showcasing new products leveraging emerging technology, such as machine learning, mixed reality, and artificial intelligence.

The floor also hosted two “Impact Learning” theaters, a career center, an international trade center, a virtual reality zone, and the ASIS International Hub—a one-stop shop for all things ASIS including fireside chats, council booths, and livestream interviews with Chuck Harold of Security Guy Radio .

We also hosted lunches on the show floor—including on the closing day—to enable attendees to stay on the floor and continue conversations with exhibitors.

Already, 80 percent of the net square footage of the upcoming show floor in Las Vegas has been committed for 2018, and 35 companies increased their space allocation. In addition, notable brands like Ford Motor Company, UrgentLink and others who didn’t exhibit in Dallas, have already committed for next year.

This year also saw a significantly improved networking event line-up with an Opening Night Celebration on Sunday, September 24, at Gilley’s Dallas and the President’s Reception at AT&T Stadium on Wednesday, September 27. There was also a happy hour on the show floor in addition to plenty of informal networking opportunities in the halls, at lunches, and in the classrooms.

Could you describe the education sessions in more detail?

For us, a professional society with more than 35,000 members, education and professional development represent our core bread and butter. That’s why our event is so important—it allows the profession to come together in one place to get comprehensive experience, not just a trade show.

We had more than 180 education sessions over the course of the week. To make sure we deliver a diversified offering in terms of physical and cybersecurity and their convergence, we partnered with ISSA, the Information Systems Security Association, and InfraGard, which combined, delivered dozens of sessions.

We had several pre-conference sessions, including reviews for our board certifications. Over the course of the week, we held traditional 60- and 90-minute education sessions as well as two-hour “deep dives” that delved into key industry issues.

On our expo floor we held more than 30 “impact learning sessions” in two theaters.

We have a diverse audience, including law enforcement and military, or people for whom security is a second career

Would you tell us more about your organization?

Founded in 1955, ASIS International is the world’s largest membership organization for security professionals. With hundreds of chapters across the globe, we are recognized as the premier source for learning, networking, standards, and research for the profession.

Our certification program, which is the gold standard for the security industry, has evolved over time to bring more credibility and value to our members in terms of how they use and leverage that designation. We are really focused on certification and professional development across the entire year, not just during the week of the seminar. Right now, we are doing some lifecycle programming and development.

We have a diverse audience, including law enforcement and military, or people for whom security is a second career. Creating a structure around the lifecycle of security practitioners is an important initiative for us. We also focus on how we provide the tools and resources security practitioners need to do their job better and with greater satisfaction.

We are also an ANSI accredited standards developing organization. Our team works with national and international standards-setting organizations to advance security practices worldwide through the development of standards and guidelines within a voluntary, non-proprietary, and consensus-based process. By addressing specific concerns and issues inherent to the security industry, standards and guidelines increase the effectiveness and productivity of security practices and solutions, as well as enhance the professionalism of the industry.

Our members know that ASIS is the one place for all the tools, resources and education they need to excel in their careers.

Is there an international component?

We have members from across the globe, including a very significant population in Europe, Asia, the Middle East, and Africa. Likewise, we have members on our board of directors from those regions and others. Insights from our 243 chapters around the world inform our council work and local offerings, and their expertise is showcased at global events such as ASIS Europe, ASIS Middle East, and the Seminar and Exhibits.

We also have an office in Brussels, Belgium that spearheads our conferences in Europe and the Middle East.

Our chapters also host their own events all over the world, from conferences and expositions to country-wide certification review courses and smaller training sessions addressing specific security subjects.

How do you utilize the online resources?

We do a lot more digitally now, in terms of live streaming events, conducting quick-hit webinar opportunities, providing online certification review courses, and even livestreaming interviews on our social outlets with experts, members, or exhibitors. Our councils craft white papers and other resources that members have access to on our website.

Still, we believe that the in-person experience is critical. That’s why our seminar and classroom program events around the country are so important. Being with your peers while learning enhances the experience.

Of course, there are people who look for more virtual learning opportunities or are prevented from traveling for one reason or another. We try to find ways to reach those who cannot come or who may not be familiar with our event, but want to experience it. This year in Dallas, we rolled out a virtual learning component. We livestreamed some of the education events, including some keynote addresses, and broadcasted live around the world.

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