SECURE Perspectives is a column by the Security Industry Association (SIA), profiling women in the security industry. This column is part of SIA’s Women in Security Forum (WISF), a community created to support the participation and advancement of women in the security industry, which fosters growth and advancement through programs, professional development and networking opportunities.

For this edition of SECURE Perspectives, SIA spoke with Tracie Bales, who is the business development manager at Bosch Security Systems and a WISF AmbassadHER.

SIA: How did you get into the security industry?

Tracie Bales: After graduating from college, I worked at a local bank as the customer service manager and one of our physical security service technicians told me about an opening at his company.

I applied and started working as a service territory advisor helping the technicians schedule their jobs each day. I grew at that company, going into marketing and eventually sales and never looked back.

SIA: How does your organization serve the industry?

Bales: Bosch is a manufacturer. The division I work for is the Security Systems business unit, and we manufacture security solutions that encompass intrusion systems, access control, video and public address.

SIA: What is your current position?

Bales: I am the business development manager for the financial vertical. I educate end users on our solutions and find ways to incorporate Bosch intrusion and access into their standards. I look for unique ways to use our products to solve security problems, such as ATM crimes, and I also train sales teams on how to sell Bosch to financial institutions.

SIA: What types of job functions do women fill in your company? Is there diversity of roles in your company or do women gravitate toward certain job functions?

Bales: I’m very fortunate to work for Bosch. We do have a diverse group of women who work here. Our HR team in the U.S. has women in their group, and our logistics team is led by a female.

There are women in sales (although not enough), engineering, training and support roles. I don’t see women gravitating toward certain job functions, but I do notice fewer women in upper management and in the field working with integrators, dealers and end users.

SIA: With more and more data that shows diversity makes a better workforce, what opportunities do you see for women in the security industry?

Bales: Women need to be more involved with working with end users. In those verticals where it is true relationship sale, I feel women can succeed. Our natural tendency to nurture can help propel success. Also, I don’t see a lot of women in management in the security departments.

Our ability to multitask, make quick decisions and organize priorities seem to be a good fit for those positions.

SIA: What impediments do you see for achieving this? What could remedy some of these impediments?

Bales: The biggest impediment is not knowing about this field and all the opportunities available. The field of security, the jobs available or how to get started are never talked about in classrooms or job fairs. All of us need to do a better job at spreading the word and referring more younger people and women for roles.

SIA: What do you see as important trends in the industry?

Bales: One of the biggest trends I am seeing centers on integrations and the ability to offer solutions that are versatile and fix several challenges. For instance, Bosch likes to work with other companies and integrate our intrusion panels with other platforms that provide seamless solutions for the end user.

We understand they don’t want different systems in their operations centers, so our ability to integrate and work from another platform allows the consumer to minimize the number of separate solutions they need to operate.

SIA: More specifically, what trends are you seeing in Bosch’s space providing building security solutions and services?

Bales: Bosch is continuing to make advancements with integration of our own product units. Our intrusion panels are the real brains of the operation that not only provide intrusion protection but also allow our access control to be controlled from the panel and have the ability to use our IP analytic cameras to be optical sensors that send alerts to our intrusion panels and record as needed.

The integrations are amazing and very versatile, and the ability to use analytics is a game changer. In addition, Bosch is continually making advancements with the components in our sensors.

SIA: What are the top challenges your company has faced in the last year?

Bales: Specific to Bosch, we have faced many challenges with the announcement that our division is up for sale. Although this is a great opportunity for us to grow further and have a new company invest in more research and development, the uncertainty caused some challenges.

We are reminding our customers that that product business has always been about the product, people, partners and purpose. This isn’t changing with the divestiture. Still, this creates a season of uncertainty until a new owner is announced in Q4/24.

SIA: What are the biggest opportunities your company — and the industry — are seeing?

Bales: The announcement of the sale of the product business is also our greatest opportunity. We will no longer be a small segment of a global enterprise. Instead, we are looking forward to a season of investment, speed and innovation.

It’s an exciting time to be part of the product business!

SIA: What do you hope the SIA Women in Security Forum can achieve for the security industry?

Bales: I hope that we can educate more women about our industry as a whole. Security is not something they teach in school, and unless you know someone in the business, you have no idea what it is all about.

We need to start telling our stories to girls in high school and get more involved at job fairs. We need to start a “bring a girlfriend to workday” or something that lets women understand that our field is exciting, on the cutting edge of technology and inspiring.

SIA: What is your best advice for women in the industry?

Bales: Don’t be intimidated! When I started in the industry, I was the only woman in the room sometimes, which could be intimidating; however, I quickly realized that I would not have been invited if I weren’t needed or weren’t qualified.

Also, don’t be intimidated that you aren’t technical. Many of the people in this industry are not. However, everyone can learn the features and functionality of the equipment.

SIA: Who or what was the strongest influence in your career?

Bales: I have been fortunate to have a few great mentors in my career. I have yet to meet anyone who wakes up and says, “I want to sell security” — and that certainly wasn’t me.

Two specific mentors took time to introduce me to hundreds of people in the industry and every person shared information with me that kept me interested to learn more. Once I understood the evolving technology, the need for different forms of security and how I really could make a difference, I was hooked.

SIA: How do you define success?

Bales: Success, to me, is accomplishing your goals. If a certain salary is your goal and you achieve it, that’s success. If you want a new logo and you land it, that’s success. Success to me is also helping others secure what matters the most to them. I feel successful when I can provide solutions that target a security threat.

SIA: What would you say to new upcoming women in the industry?

Bales: I would tell new upcoming women in the industry to remember that we all started at the same spot — not knowing anything or anyone. Every new opportunity takes some time to get comfortable and gain the knowledge necessary to feel comfortable.

Also, talk to everyone; get insights, thoughts, best practices and advice; and join organizations that will provide you with training and allow you to network. The security industry is relatively small; the more you network, the more comfortable you become; and definitely join the SIA Women in Security Forum!

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